Nissan Rumble

TBWA\Helsinki

Advertiser: Nissan
Brand:Nissan Crossovers: Qashqai, Qashqai+2, Juke, Murano
Country: Finland

Objectives

Nissan is a well-known Asian car brand in the Nordics, and its awareness as a brand is near 100%: 93% in Sweden, 95% in Finland, 87% in Denmark and 89% in Norway*. Nissans Qashqai model is very popular, being among the most sold car in its class in some countries.**

However, Nissan's image in the region is still largely affected by its old models, such as the Primera and the Almera. This hinders Nissan's consideration as a brand especially among the younger audience, aged 25 to 45. This audience is critical to Nissan as a brand and also critical to traditional advertising, preferring their social circles and online sources as points of reference when making car purchase decisions.