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.