CHALLENGE

Replicating digital success in customer support to marketing campaigns 

Nissan Saudi Arabia (Nissan KSA) began its digital transformation by adopting conversational messaging. This approach was designed to meet the changing expectations of the country’s young, tech-savvy car buyers. With 71% of the population under 35, Nissan recognized the need for instant, mobile-first, and personalized interactions.  

However, traditional marketing efforts still struggled to capture and engage younger audiences, especially during new vehicle launches, prompting the need for a more creative and interactive approach to drive digital engagement. They saw an opportunity to leverage the same channel, WhatsApp, but for creative and engaging marketing campaigns that satisfied the expectations and triggered more attention from their younger audience. 

A breakthrough AI-powered Voice game over WhatsApp 

They began their efforts with a marketing initiative to promote the new Nissan Patrol SUV. Working hand-in-hand with Infobip’s CX experts and Professional Services team, Nissan set out to create a more engaging and interactive customer experience. 

Their first campaign for Patrol, “The Reveal of the Icon,” used WhatsApp carousel messages to unveil different car parts each week, building anticipation and excitement among customers. This seven-week journey culminated in a live reveal of the new Patrol, showcasing how conversational marketing could turn a product launch into an interactive, memorable event. The campaign’s success laid the groundwork for even more creative digital engagement strategies to follow, including a pioneering AI-powered voice game. 

To promote the launch of the new Magnite SUV, Infobip and Nissan KSA decided to leverage an enhanced tech stack and WhatsApp strategy. First, to reach Gen Z and younger audiences, they used WhatsApp Flows with entry points from their website. The Flows setup allowed prospective buyers to reveal more information about the Magnite SUV smoothly guiding prospects from browsing to becoming qualified leads. 

Additionally, they co-created an innovative AI-powered voice game with Infobip’s Vocalize and delivered it entirely through WhatsApp. This solution was designed to turn lead generation into entertainment, blending creativity, competition, and AI to deliver a fun, shareable experience that resonated with Gen Z and first-time buyers. 

How it worked:

• Participants joined the competition via Click-to-WhatsApp ads, QR codes on social media, or by messaging Nissan’s WhatsApp number. 
• User information was collected, and they agreed to the terms and conditions of the game. 
• Users had three chances to record voice messages (e.g., saying “I love Magnite”) to create soundwaves that visually matched the outline of the new Magnite SUV. 
• The AI scored each submission based on how closely the soundwave matched the car’s silhouette, with a live leaderboard and prizes for top performers. 
• The top five attempts entered a draw to win a brand-new Magnite, creating urgency and excitement around the launch 

Delivered entirely through WhatsApp, the gamified experience combined entertainment, competition, and even customer data collection. Information collected from these interactions was collected through Infobip’s Customer Data Platform integration with Salesforce. It was a perfect example of how improving CX with gamification can translate into high-impact lead generation for Gen Z audiences. 

From reveal to results: 26% conversion rate and 80% engagement 

Patrol campaign: 

The “Reveal of the Icon” campaign for the Nissan Patrol SUV achieved impressive results. Over seven weeks, the campaign reached more than 18,000 new users, generated 23,000 sessions with an 86% engagement rate, and drove over 40 brochure downloads. Most notably, the campaign achieved a 26% conversion rate from first interaction to full lead, demonstrating the power of WhatsApp as a lead generation engine integrated with Nissan’s CRM.

Magnite Vocalize campaign: 

Building on this success, the Magnite campaign focused on AI-powered gamification and delivered: 

• 76% of participants joined via Click-to-WhatsApp ads 
• 23% through organic posts and QR codes 
• 80% session engagement rate 
• 84% of users were first-time engagers

Through all their WhatsApp campaigns, Nissan KSA saw a reliable 93% delivery rate on all their messages. Nissan Saudi Arabia hasn’t just adopted WhatsApp, they’ve mastered it by establishing two-way conversations with their target market. By seamlessly integrating customer service, marketing, and sales into one conversational platform, they’ve created a car-buying experience that’s instant, interactive, and unforgettable. This is what car buying looks like for a mobile-first generation, and Nissan KSA is showing the industry how it’s done.