Nissan Qashqai – Urbanproof

Client: Nissan
Brand: Qashqai
Campaign: Urbanproof
Category: Automotive



BACKGROUND

Qashqai was much more than a model launch. It was the biggest opportunity for Nissan to revive its declining business and to add some clarity to its weakening brand.

Nissan had just decided to withdraw the Almera from the high volume and profitable C-segment because of its negative impact on the brand's image, and its ageing buyer profile. The Qashqai had to replace the vacuum this had left in Nissan's business. However, with only 2% market share, Nissan had to ensure that the Qashqai had an impact on a category with established icons like the VW Golf.