This November, Nissan X-TRAIL introduced the world’s first ever ‘Xtreme’ Pizza Delivery Service, offering Japanese extreme outdoor sports enthusiasts a completely revolutionary automotive and culinary experience.
Whether customers were rock-climbing at 12,000 feet, whitewater rafting, or even mountain biking at breakneck speed, the rugged Nissan X-TRAIL provided them with hot, delicious pizza – no location was impossible.
TBWA\HAKUHODO helped Nissan to conduct a public search for the toughest delivery drivers in the country to be a part of this promotion. The recruitment advertisements offered a substantial hourly wage of 100,000 yen for the delivery drivers willing to take on the challenge. The search incited national attention and resulted in a surge of keen applicants.
The campaign highlighted the resilient nature of the Nissan X-TRAIL and was covered on multiple channels including television, print and online, as well as featuring key events around the promotion, attracting a hue amount of positive public attention.
The ‘Xtreme Pizza Delivery Service’ successfully proved that the Nissan X-TRAIL is able to cross any terrain and accommodate even the most extreme conditions, making the best choice on the market for a sport utility vehicle (SUV) and an essential part of any complete outdoor sports gear package.