Nissan Frontier: Damn ponies

The Frontier pick-up truck was one of Nissan's most popular vehicles in Brazil, but was facing increasing competition from rival manufacturers offering more "urbanised" alternatives led by design, interior comfort and technology.

Nissan Frontier: Damn ponies

Lew'Lara\TBWA, Brasil

Damned ponies, Nissan the strategy behind the phenomenon

This paper tells the story of the most important Brazilian advertising campaign in 2011. The campaign, which had the most views in Brazilian YouTube's history and millions of parodies, secured its place in popular culture, even being included in end of year retrospectives on TV channels.

Although facing an unfavourable market context and with an out of phase product, we invested in a bold strategy, establishing who we were, creating a clear point of view and place for Nissan Frontier, which began to uphold values going...

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