Nissan X-Trail's ‘Wanna live?’ campaign will air across TV, radio, print, outdoor, online and below-the-line, with a strong focus on digital campiagn elements, including Facebook.
The ad is backed by Good Charlotte track 'I just wanna live' as the brand seeks to appeal to energetic young families, repositioning the X-Trail as the perfect 4WD for those seeking outdoor adventure.
Andrew Scott, MD of the ad agency, said, “Our focus for the TVC and creative campaign elements was to keep the message simple, visually showcasing the features and benefits of the new X-Trail model, rather than talking about them.”
Features showcased in the ad include GPS, all mode 4WD, iPod connectivity and rear draw system.
Daniel Carroll, brand manager for Nissan X-Trail, added that the high energy outdoor scenarios featured in the ad should inspire young couples, families and even empty nesters.
“As long as they have a love for the great outdoors,” said Carroll.
Project Wanna live
Creative agency Whybin\TBWA\Tequila Melbourne
Creative directors Scott Whybin, Russ Tucker
Associate creative director Karl Reynolds
Creative team Bruce Baldwin, Michael Congerton, Bryony Proctor
Agency producer Margot Ger, Tony Hall, Michael Kavanagh
Designer Kim Janson, Peter Chen, Jolene Chang, Jeff Mok
Developers Kiyo Nishimura, Mark Aboumelhem, Michael Mcglynn
Production company Zoom Films
Director Mark Toia
Producer Keri Grant
Account servicing Roger O’Donnell, Belinda Williams, Samantha Huyer, Jeremy Smart, Jade Huysmans
Planners Paul Mayes, James Needham
Media agency Carat
Exposure Television, radio, print, outdoor, online, BTL