Nissan: Winter Warrior

This case study explains how Nissan used a masculine ad campaign to improve Canadians' opinion of its Rogue model and, in particular, its off-road capabilities.

Nissan: Winter Warrior

TBWA\Toronto

Situation analysis

Overall assessment

Despite having been in the Canadian market for seven years, the Nissan Rogue, a small crossover utility vehicle (CUV), significantly lagged behind key competitors such as, Honda CR-V, Toyota Rav4, and Ford Escape in not only sales performance, but basic funnel measures such as Awareness (Rogue: 78, competitive set: 89) and Familiarity (Rogue: 27, competitive set: 49) [Footnote 1].

In fact, despite receiving consistent mass media advertising support since its launch, the Rogue was the only one of Nissan's core models that had an Awareness score below the segment average.

Beyond its...

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