At the Festival of Media MENA held recently in Dubai, a campaign of Nissan Navara pick-up in Saudi Arabia has received a silver award in the “Insight” category for “Best Local Execution of a Brand”.
This campaign delivered by the UAE office de the OMD network, required different approaches to get to its target. It has been inspired by the Saudi desert-dwelling population and above all by the respect showed for clan leaders and the influence they can have on their society.
For that, the elders were provided with Nissan Navaras to use as they wished while conducting their daily business. To make the connection with the fondly remembered Nissan and Datsun pick-ups of the past, the campaign used the title Abu Azziez or “father of all that is dear”.
Thanks to this approach, the population that was impressed by both the desert performance and the all-round cargo- and passenger-carrying capabilities of this rugged workhorse. Consequently, word quickly spread around the various tribal groups about the suitability of the Navara for day-to-day rigours of rural life in the Kingdom.
In these rural areas, small businesses and farmers have a long tradition of using Nissan pick-ups to conduct their daily affairs, a tradition that dates all the way back to the period when such vehicles bore the Datsun brand. However, the elder generation has developed a belief that the older, less sophisticated vehicles of the 1960s and ‘70s were tougher and better suited to the dunes than their modern counterparts. In fact, such was the high regard in which the old Datsun pick-up was held that previous generations even had a name for the vehicle, Umm Azziez, meaning ‘mother of all that is dear’.
“We really felt that it was essential to accentuate the connection with previous generations of Datsun and Nissan pick-ups which helped many of today’s tribal leaders establish their businesses and consequently their position in society,” said Fadi Ghosn, Chief Marketing Officer at Nissan Middle East. “The old Datsun pick-up was a capable and reliable partner for many of these individuals as they made their way in the world as young men. Today, as elders, they immediately understood the Abu Azziez reference and of course were intrigued to see how the all-new Navara would perform when compared with their memories of the Umm Azziez vehicles, which they still hold in such high regard.”