From also-ran to front-runner: How Nissan made Rogue a sales hero by making winter heroes of Canadian drivers

Nissan Canada, a car manufacturer, used the re-launch of the Nissan Rogue to earn a greater share of the crossover utility vehicle (CUV) segment via compelling long-form storytelling.

Campaign details

Brand: RogueAdvertiser: Nissan Canada Agency: Juniper Park\TBWA

Introduction

This is the story of how Nissan Canada (NCI) used the re-launch of the Nissan Rogue1in January 2014 to earn an unprecedented share of the crucial crossover utility vehicle (CUV) segment – and more broadly propel the Nissan marque into new territory, helping it become one of the leading players in the Canadian car market (Figure 1)....

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