THH x NISSAN
Defy Ordinary
eXpand
eXplore
eXpress
eXhale
Push boundaries with the
All-New Nissan X-Trail
The X-Trail
Expedition
The Brief
For the launch of the All-New Nissan X-Trail in Dubai, the latest addition to the Nissan SUV family, the task was to conduct an event for mainstream Automotive media & influencers to create awareness and generate content for the X-Trail. Engaging with the product through a test drive (ride and drive event) was also part of the overall objective.
The Thought
Considering how many events are happening in Dubai every single day, we were aware from the get-go that inviting influencers to just another car launch event might be the least exciting thing for an SUV positioned to be exciting. Therefore, we decided to explore another route – creating an experience and putting the influencers in the driving seat, and enabling them to take the SUV out for not just any test drive but an expedition!
The Outcome
The Great X-Trail Expedition took over 15 influencers on a journey across 4 different locations in Dubai. Their compass was a dedicated microsite that we created to guide the influencers throughout the expedition. After registering on the microsite, the influencers were tasked to follow the trail to their next location. At all four locations, we had placed an X for them to scan to mark their progress, and scan in order to access the trail to their next location.