Nissan, in collaboration with Division and Nissan United, has revealed details of a campaign targeting the vibrant gaming community in Saudi Arabia.
The campaign marked Nissan’s inaugural venture into live-streaming and gaming platforms, specifically leveraging the popular livestreaming platform – Kick.
Abdulilah Wazni, Director – Marketing, Brand & Customer Experience for Nissan Middle East and Nissan Saudi Arabia, said, “I’m thrilled to unveil and share a glimpse into Nissan’s innovative campaign in Saudi Arabia. It’s a testament to Nissan’s commitment in defying ordinary. Partnering with Division, we leverage the popular live-streaming platform Kick and connect with the vibrant gaming community, putting the all-new Nissan Pathfinder in the spotlight by launching the ‘Press Start to Discover More’ campaign.”
The primary aim of the campaign was to elevate brand awareness and motivate the gaming audience to engage directly by booking test drives of the Nissan Pathfinder. Nissan sought to captivate a tech-savvy audience, transforming traditional perceptions of automotive promotions.
To meet this objective, Division identified ShongXBong, a prominent gaming content creator, as the face of the campaign, leveraging his influence to bridge Nissan with the gaming community. The campaign comprised a dual approach: a dynamic live-stream on Kick and a compelling follow-up YouTube video.
During the live-stream, viewers experienced a unique blend of entertainment and direct engagement. ShongXBong navigated the Nissan website live, demonstrating the ease of booking test drives. The session was enhanced with Nissan-branded overlays and integrated visuals of the Pathfinder within the game environment. A highlight was the real-time selection of a viewer who won a live, in-person test drive with ShongXBong in Riyadh.
“This creative approach demonstrates our commitment to exploring new ways to connect with diverse audiences and defying ordinary in the automotive sector,” Wazni added.
Commenting on the implementation and the results of the campaign, Nabil Moutran, Founder & CEO of Division, said, “Bringing together and an iconic brand in the region like Nissan together with one of the regions most iconic gamers was always going to be a recipe for success. The results far exceeded our expectations across all metrics, and we are very excited with what the future has in store for us.”
The live-stream achieved:
– Total Reach: 1,670,748
– Total Impressions: 96,843,600
– Brand Visibility: 580 seconds
– Hours Watched: 269,106 (equivalent to over 30 years)
– Click-through Rate: 1.02%
The results not only underscore success in terms of digital metrics, but also reflect the high level of interaction and interest generated through the campaign’s content delivery.
The campaign also culminated in a gamified closing scene during the YouTube video segment, where the digital and real-world experiences of the Pathfinder were merged.
As viewers watched the Pathfinder navigate through both digital and physical terrains, they were invited to “Press Start to Discover More,” echoing classic video game calls-to-action, and reinforcing the campaign’s theme of adventure and discovery.
Hassan Abbas, Senior Director – Precision Marketing and Media at Nissan United, said, “Recognising the MENA region’s significant youth population, we saw an opportunity to immerse our brand in the thriving gaming industry and connect with young people through creative campaigns. By exploring innovative avenues, we’ve enhanced our relevance and achieved an impressive retention rate that keeps our audience engaged and inspired. We look forward to our continued collaboration with Division to further solidify our position in the growing gaming industry.”
Nissan’s foray into the gaming world via the Pathfinder campaign, orchestrated by Division, set a new benchmark for engaging the millennial and Gen Z markets.
By marrying the excitement of gaming with the automotive world, Nissan not only achieved its marketing objectives but also positioned the Pathfinder as a vehicle for the adventurous, tech-oriented consumer.
