Tequila Manchester and BDH/TBWA have devised the campaign, which starts with the four-wheel drive emerging from the ground, as part of a stunt at various extreme sports shows nationwide. The objective is to generate requests for test drives and additional information about the vehicle.
A DVD entitled 'Adventures in Wild California' is being used for prospects requesting a test drive or further information in association with Black Diamond films and California Tourism.
A booklet and brochure are being used to enable Nissan to collect valuable data with the chance for prospects to win a holiday to California, regarded as a well known destination for extreme sports enthusiasts.
The stunt will take place at the National Adventure Sports show in Birmingham in July; the British Ski and Snowboard Show in Birmingham in October and the White Air trade show at the Isle of Wight, also in October.
John Irwin, account director at Tequila said: "This promotion is designed to grab the attention of people who live life to the extreme and what better way to make them sit up and notice than to have the X-Trail forcing its way through the ground?"
The activity follows on from the successful launch of Nissan's LCV range, which generated a total of 2,550 brochure requests and 2,850 completed questionnaires, exceeding the set target by 25%.
The campaign will run until the end of the year.
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