AWR Nissan “Little Drivers, Big Adventures” Showroom Activation
Date: 19 September – 5 October 2025
Location: Nissan Showrooms – Sheikh Zayed Road, MBZ Road, and Deira
Occasion: Back-to-School Campaign
Partner Agency: BUZ Marketing & Communications
To drive family engagement and enhance Nissan’s in-showroom experience through a creative, educational, and interactive activation that positioned Nissan as a safe, innovative, and people-first automotive brand.
Interactive Family Experience:
The “Little Drivers, Big Adventures” activation was designed as a hands-on experience where children explored a miniature driving city mat, learned about traffic safety and Nissan’s key features, and earned a personalized mini driving license.
Engagement Zones:
- . Build Your Own Car Station: Kids used LEGO blocks to create their own Nissan models, promoting creativity and brand association.
- . Photo Zone:Families captured memories through branded Polaroid photo-ops.
- . Promoter Engagement: Dedicated staff guided families through the activities while facilitating seamless showroom interactions.
| Participation Overview: | |
| Total Duration: | 3 weekends (19 Sept – 5 Oct) |
| Total Kids Engaged: | 559 |
| Licenses Awarded: | 500 |
| Influencer Appearance: | Child influencer Yousef Nawaf Al Khayat joined the SZR activation, adding digital visibility. |
| Deira: | 83 test drives | 75 licenses | 83 kids (Week 1 average) |
| Sheikh Zayed Road: | 87 test drives | 72 licenses | 77 kids (Week 1 average) |
| MBZ Road: | 39 test drives | 28 licenses | 37 kids (Week 1 average) |
The activation enhanced Nissan’s positioning as a family-centric and safety-driven brand, creating
an environment where parents could explore vehicles and finance options while children enjoyed meaningful, educational fun. The interactive setup deepened emotional connections with the brand
and extended dwell time within showrooms.
- . Increased weekend footfall and engagement across all three showroom locations.
- . Reinforced Nissan’s commitment to community and family values through experiential marketing.
- . Supported sales teams with uninterrupted lead conversations while maintaining audience engagement.
- . Delivered strong brand recall through creative storytelling, educational play, and take-home memorabilia.