Campaign details

Brand: Nissan Canada Inc.
Advertiser: Nissan Canada Inc.
Lead agency: Juniper Park\TBWA

Effie awards category context

Since its launch in 2007, the Nissan Rogue – Nissan Canada's contender in the vital Crossover Utility Vehicle (CUV) segment of the car market – had under-performed.

Out-featured by bigger, better-established and well-funded competitors, the arrival of the revamped but still essentially parity Rogue in January 2014 represented a pivotal moment for the company: the new model simply had to succeed.

This case shows how Nissan used a completely new and truly distinctive made-in-Canada advertising campaign to turn around Rogue's fortunes in the most competitive, fastest-growing part of the market and generate an estimated additional $1.7 billion in retail sales.

State of the marketplace and brand's business