Nissan takes off from Dubai International Airport

Interbrand, one of the world's leading brand consultancies, recognises Nissan in its Top 100 and in 2011 awarded it the prestigious honour of being the most improved brand globally and Japan's most improved brand.

"The 'Innovation that Excites' global brand platform marks a profound shift in Nissan's operations," said Samir Cherfan, Sales & Marketing Director, Nissan Middle East. "Never before has Nissan embarked on a global campaign that promotes so clearly the inherent role that innovation plays across every part of the company, globally. Now is an ideal time for us to communicate this, capitalising on the success the brand has achieved worldwide. The 'What If_' campaign underlines Nissan's commitment to bring innovative and exciting products to our customers".

The brand campaign is a global initiative that kicks-off in the main airports across the world and will be followed by a multi-channel communication which will span over a number of years. Communicating Nissan's limitless innovation through constantly refreshed creative ads that will surprise and further deepen the understanding of Nissan's human-centric approach to innovation.

"Those words, exciting and innovative, are at the heart of what we do at Nissan. We believe in delivering innovative products and excitement for everyone. We believe in innovation which is useful to real people in the real world. This belief in customer focussed innovation underlines everything we do," commented Cherfan.

The first creatives that are being launched will showcase:

• Nissan's leading EV (electric vehicle) technology with the Nissan LEAF's remote-charging capability via a smart phone application.

• Safety technology with the Around View Monitor that provides a bird's view to facilitate all manoeuvres.

• Performance leadership with the Iconic Nissan GTR sport sedan.

"Dubai is an ideal choice for this campaign in our region. With 56.5 million passengers in 2012 and a projected capacity of 90 million by 2018, Dubai airport is not only a regional but also a worldwide hub for the Nissan brand," adds Samir Cherfan.

Nissan has started deploying the campaign in prominent locations in the airport, completing full activation by October.