In search of Australia’s most powerful tradie
Whybin\TBWA\Tequila, Melbourne and Nissan Australia have officially kicked off one of their biggest campaigns of 2010 – launching the new Nissan Navara ST-X Dual Cab, the most powerful diesel in its class.
Designed to position the Navara as Australia’s most powerful work ute, the campaign is centred around a competition to find Australia’s most powerful tradie.
The campaign is rolling out across a range of channels including TV,radio, print, outdoor, online and below the line activities – with thewinner receiving a new Nissan Navara ST-X Dual Cab 4×4 Turbo Diesel.
Aninnovative and groundbreaking microsite will be the pivotal focus ofthe campaign, where car enthusiasts can enjoy interactive car tours,flash animations and challenges. Tradies can submit entries to thecompetition by uploading images or videos of themselves directly to thewebsite or sending an mms, showcasing their most powerful moves.
Supportingadvertising materials showcasing engaging ‘teaser’ content from themicrosite, are designed to encourage prospects to visit the site andenter the competition.
Whybin\TBWA\Tequila Melbourne managingdirector, Andrew Scott says the new Nissan Navara ST-X campaign playson the light hearted one-upmanship of much loved Aussie Tradies, whileat the same time showcasing the physical strength of the car: “Our mainaim for the campaign is to underline the main selling points of theNissan Navara ST-X – which are its substantial power and torque.”
“Wedecided to develop the competition to find the most powerful tradie tocreate a bit of competitiveness, and get people talking about thefeatures of the new Dual Cab Turbo Diesel.”
Adds Nissan brandmanager, Matt Baily: “The competition is the perfect way to establishtalkability amongst Australian tradesman. The whole campaign has beendesigned to fit around their work environment and talk their language.We’re confident that it will deliver great results and we look forwardto seeing the creative entries. Like the features of the car, we wanttradies to showcase their best power moves.”
“We’re very proud of this campaign, in particular the creation of the innovative microsite which is central to the strategy.”
12 Comments
Rubbish, the people who perpetrated this should be given ‘the chop’
Wow, this is terrible!
I dont think its a bad idea at all
its encouraging creativity amongst some of the most uncreative people around
which is bound to result with a laugh or two
Absolutely awful. So, so bad.
maybe it’s secret talent scouting. Tradies would maybe write better ads than douches.
Power Sauce… Power Chords… what’s not to like?
I was fully prepared to dislike this on several different levels: the mandatory crowdsourced gallery/competition, the predictable art direction, the two actors channeling tradie blokedom etc. etc. HOWEVER… the product demonstration spot made me giggle three times and I’m SO far removed from the target market it’s not funny. I reckon this’ll work its plumber’s bum off!
Sorry, but this idea sucks big time.
I sincerely hope you douchebags are producing Canne winning work. There’s nothing wrong with this. Get over yourselves.
Aweful, nuf said
@7:11
Perhaps you should be WORKING in a 7-11 because your spelling is ‘awful’, you goose. Nuf said.
Hey 8:18… can you send me the rest of your folio?
Cause I’m looking for a creative, but this one blows.
I entered the comp and had heaps of fun doing it.
How narrow minded are people to say tradespeople are not creative we are artists just on a much larger scale open your eyes house don’t fall out of the sky they are created!