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Campaign Middle East
العربية
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Anup Oommen
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Nissan Patrol rolls out of billboard in viral OOH, social media campaign

Anup Oommen
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The Nissan Patrol campaign was first rolled out across Abu Dhabi, Bahrain, Dubai, Kuwait, Qatar and Iraq before the associated social media video hit the news.

Nissan Patrol

An incredible offline-online campaign doing the rounds in the region has witnessed Nissan Middle East combining the credibility of digital-out-of-home billboards with the virality of social media videos.

The mandate and main objectives of the campaign were to reinforce Nissan Patrol’s legendary, unstoppable positioning through a contemporary, urban lens.

The idea was to highlight the strength, road presence and dominance of the Nissan Patrol into a busy city environment in a way that felt authentic, culturally relevant and optimised for digital sharing.

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Brought to life in partnership with creative agency TBWA\RAAD and VRTX @vertex.cgi, the campaign was first rolled out across Abu Dhabi, Bahrain, Dubai, Kuwait, Qatar and Iraq before the associated social media video hit the news. In the UAE, Nissan Middle East partnered with media owner Media 24/7.

Nissan Middle East chose Instagram and TikTok because these platforms are specifically designed for short-form, visually striking content and allow disruptive ideas to spread organically through shares, comments, and re-posts.

A CGI execution was selected because the objective required showing the Patrol doing something impossible in the real world-breaking out of a static billboard and transforming the city into its natural habitat.

CGI made it possible to visually express the Patrol’s dominance, cultural presence, and ability to belong everywhere, without relying on traditional performance messaging.

Together, the social-first channels and CGI approach directly served the objective by translating the Patrol’s heritage and “unstoppable” positioning into a modern, scroll-stopping visual moment built specifically for digital consumption and sharing.

The CGI video was promoted for five days through paid media, following which it took a life of its own, even reaching global audiences. The success of the campaign is being monitored through view-through rates.

CREDITS:

Client: Nissan Middle East

Agencies: TBWA\RAAD, vertex.cgi

Tags:Abu DhabiBahrainCGIDOOHDubaiIraqKuwaitNissanNissan Middle EastNissan PatrolOOHoutdoor billboardsQatarsocial mediasocial media videoTBWA\Raadvertex.cgiviral campaignVRTX
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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