Nissan: Be The News

The advert titled Be The News was done by Lew Lara\TBWA advertising agency for Nissan company in Brazil. It was released in the June 2009. Business sector is Cars.

Credits:

• Type of Entry: Use of Media
  Category: Best Use of Newspapers
  Title: BE THE NEWS
  Advertiser/Client: NISSAN
  Product/Service: NISSAN
  Entrant Company: LEW'LARA\TBWA Sao Paulo, BRAZIL
  Advertising Agency: LEW'LARA\TBWA Sao Paulo, BRAZIL
  Creative Credits
  Name Company Position
  Jaques Lewkowicz Lew´Lara/TBWA Creative Director
  André Laurentino Lew´Lara/TBWA Creative Director
  Luciano Lincoln Lew´Lara/TBWA Creative Director
  Manir Fadel Lew´Lara/TBWA Creative Director
  João Braga Lew´Lara/TBWA Writer
  Carlos Nunes Lew´Lara/TBWA Art Director
  Luiz Ritton Lew´Lara/TBWA Media VP
  Rodrigo Simões Lew´Lara/TBWA Media Director
  Clara Corrales Lew´Lara/TBWA Media Planner
  Herbert Gomes Lew´Lara/TBWA Media Director
  Details
  Results and Effectiveness:
  We had the largest response for a newspaper promotion in Brazilian history, even among those that give away cars and TV sets. We doubled Brand Familiarity. Nissan made it to the front page two Sundays in a row. Also that day, thousands won the lottery, went on honeymoon, families got together again, children won olympic medals.People showed it to friends and family and will keep it with them for years to come.
  Creative Execution:
  For the first time in its history, O Estado de Sao Paulo ran a blank front page. It invited readers to shift and come up with their own front-page stories. On the newspaper’s website, they could write their headlines and upload their photos. The next Sunday, every subscriber was front page news. On their doorstep, they got their paper with the cover they had made themselves.
  Insights, Strategy and the Idea:
  Nissan arrived late in Brazil and is still a small player there. We had to jump-start the brand’s relationship with Brazilian drivers and introduce the worldwide brand belief: SHIFT. For that we chose O Estado de Sao Paulo, one of Brazil’s largest papers, and the most important source for people buying cars. Our idea was to shift the way people relate to newspapers, making them be the news, instead of reading it and making them keep the paper instead of throwing it away.