Pathfinder's 'Live the DVD Experience' receives the 2008 Lynx Media Award

This year, the Pathfinder was the sole automotive brand that received an award for best use of media - television and cinema.

The Nissan Pathfinder was the first to introduce the backseat DVD feature amongst its segment in the region.

The 'Live the DVD Experience' campaign highlights this feature to the young local and Arab expatriates with focus on Saudi Arabia. The strategy for this campaign was developed under the concept 'Live the DVD experience as if you're in the car'.

As a platform, Nissan Middle East sponsored the 'premier' movies for five weeks on one of the most highly viewed Arabic movie channels in Saudi Arabia.

'This campaign proved to be extremely successful in our region and especially in Saudi Arabia. This creative approach was highly appreciated by young families and we managed to portray the right brand message in a fun innovative way. Our marketing plans will definitely include similar campaigns which proved to be highly receptive in our region,'

said Abdul Ilah Wazni, SUV Brand Manager at Nissan Middle East.

The 2008 Lynx awards brought to the Middle East and North Africa a series of high profile seminars, workshops, exhibitions and screenings, which aimed at providing creative inspiration, learning and networking opportunities to the advertising and allied industries in the region.