Nissan campaign exceeds expectations with 17 million UVs, increased sales

Nissan Middle East has revealed the results of its ‘Keep Asking Why’ campaign – which ran between Q3 2023 and Q1 2025 – and was created by TBWA\Raad’s Nissan United team in collaboration with Rush Films.

The campaign surpassed its planned success metrics across all platforms and witnessed bottom-of-the-funnel conversions and sales increase significantly, as well.

Here’s a look into how Nissan achieved these results by reframing how drivers across the GCC perceive counterfeit auto parts. The brand prompted consumers to ask raise a critical question –Why? – especially, when presented with deals that seem too good to be true.

“Instead of adopting typical scare tactics or creating self-doubt in consumers, Nissan sought a more empowering approach. In a region where trust in local mechanics runs deep, we needed to empower them to ask the right questions so that they can reject counterfeits from an informed perspective,” says Roland Zahra – Marketing Communications General Manager at Nissan Motor Corporation.

Execution and engagement

The campaign targeted the UAE and Saudi Arabia, where counterfeit parts have become increasingly prevalent, and aimed to educate all car owners on the dangers of using fake auto components.

Rolled out across social media with an on-ground activation in collaboration with the Dubai Police, the campaign resonated widely. It engaged audiences through reverse storytelling, interactive storytelling and humour, prompting consumers to think critically about suspicious parts.

The campaign surpassed initial goals, garnering 17 million unique viewers across social platforms, with more than half a million engagements within four months.

“In terms of audience feedback and insights, consumers admitted they “never thought to question” local mechanics. The comedic approach actually made them reflect on potential safety risks. Non-Nissan drivers also reached out, proving the message transcended brand boundaries,” says Zahra

At Dubai Police’s 13th Intellectual Property Crime Conference, Nissan hosted a ‘Real or Cake?’ activation. Officials were challenged to distinguish between a real auto part and a cake replica.

This fun activation’s objective was to drive awareness on the dangers of fake spares and reinforce Nissan’s commitment in putting an end to it.

The collaboration maintained the campaigns lightheartedness and humorous approach while still creating an impactful moment that reinforces the seriousness of counterfeit dangers.

Reframing the conversation: the power of WHY?

“A simple three-letter word became our mightiest weapon against counterfeits,” says Zahra.

Nissan GCC addressed this by moving away from a campaign that feels like a ‘public safety announcement’ and instead refocused the story on the consumer through humourus storytelling, showcasing how not asking ‘why?’ can lead to harmful situations.

Zahra comments,  “We chose a simple three-letter question, WHY, that had the power to interrupt complacent buying behaviors and encourage curiosity. By consistently asking “WHY?”—“Why is it so cheap?” “Why no warranty?”— we wanted to nudge people to make safer, more informed decisions.”

By shifting from a “public safety announcement” brand to a “public safety action” brand, Nissan positioned itself as an ally—one that not only warns but empowers consumers to protect themselves. The campaign’s overachievements in both digital metrics and sales of genuine parts underscore the simple truth: a single question — Why — can truly make all the difference.”

The campaign also garnered industry recognition with the campaign being shortlisted at Dubai Lynx for storytelling craft, and getting ranked #3 in AdForum’s Top 5 Automotive Advertising Campaigns.

Results of the Nissan ‘Keep Asking Why’ campaign:

The campaign surpassed planned metrics across multiple platforms,

• • • Instagram & TikTok: Teasers & short videos went viral; significant user demand for “Part 2.”
      • TikTok alone: 8.7 million unique reach, 444K engagements.
    • Overall Views (Hero Films): 19.8 million, reaching 11.9 million unique viewers.
      • 28.9 million views vs. planned 3 million (overachieved 3.4×).
      • 38 per cent VTR vs. planned 11 per cent (overachieved 3.4×).
    • Meta (Facebook & Instagram): 9.5 million unique reach, 217K engagements (9× overachievement).
      • 19.7 million views vs. planned 2.2 million (overachieved 10×).
      • 32 per cent VTR vs. planned 9 per cent.
    • YouTube:
      • Masthead 6.1 million impressions (matched planned 6.1 million), with a 54 per cent VTR vs. planned 45 per cent (overachieved 1.2×).
    • Display & Video 360:
      • 1.01M views vs. planned 822K (overachieved 1.3×).
      • 59 per cent VCR vs. planned 48 per cent (overachieved 1.2×)

“In terms of audience feedback and insights, consumers admitted they “never thought to question” local mechanics. The comedic approach actually made them reflect on potential safety risks. Non-Nissan drivers also reached out, proving the message transcended brand boundaries,” says Zahra.

Furthermore, Genuine Nissan Parts sales increased, indicating a positive shift in consumer behaviour.

CREDITS:

Client: Nissan Middle East

Abdullah Wazni – Director – Marketing, Brand & Customer Experience NMEF NKSA
Roland Zahra – General Manager – Marketing Communications NMEF
Carla El Hachem – Deputy General Manager – Media, Creative, Social NMEF
Danah Adnan – Manager – Marketing Communications NKSA
Meera Saleem – Manager – Social Media & Brand Comms NMEF

Agency: TBWA\Raad
Wassim Abi Salloum – Managing Director – Nissan United , TBWA\Raad
Elie Naaman – Account Director – Nissan United, TBWA\Raad
March Ghadban – Account Manager – Nissan United, TBWA\Raad
Ahmad Door – Account Manager – Nissan United, TBWA\Raad
Joya Maria Changan – Account Executive – Nissan United, TBWA\Raad
Karine Saad – Social Media Executive – Nissan United, TBWA\Raad
Ghalia Al Saheb – Social Media Manager – Nissan United, TBWA\Raad
Ameer Hamza – Content Creator – Nissan United, TBWA\Raad
Hassan Abbas – Director – Precision Marketing & Media – Nissan United, TBWA\Raad
Andy Hanna – Senior Executive Planning – Precision Marketing & Media – Nissan United, TBWA\Raad

Frederico Roberto – Executive Creative Director, TBWA\Raad
Sumanth Wilkins – Creative Director, TBWA\Raad
Noor Akar – Creative Director, TBWA\Raad
Ayman Shehade – Senior Arabic Copywriter, TBWA\Raad
Lucy Elder – Senior English Copywriter, TBWA\Raad
Astha Sirpaul – Strategy Director, TBWA\Raad
Mohammad El Tayech – Strategic Planner, TBWA\Raad
Romy Abdelnour – Head of Communications, TBWA\Raad

Production House: Rush Films