Nissan is supporting the launch of its Qashqai compact car with a campaign based on a fictitious urban event called the Qashqai Car Games.
Unbranded films featuring car stunts have been seeded on video-sharing websites such as YouTube. Other activity includes a website that contains information on the history, rules and teams of the made-up sport. The work is aimed at 25- to 35-year-old urban males. The reveal stage of the campaign will take place this month, with TV ads set to break ahead of the model's launch in March.
Creative agency: TBWA\London, TBWA\G1 Europe
Digital agency: Duke
Media agency: OMD
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