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...