Advertiser: Nissan Canada
Agency: Juniper Park\TBWA
This is the story of how Nissan Canada (NCI) used the re-launch of the Nissan Rogue1 in January 2014 to earn an unprecedented share of the crucial crossover utility vehicle (CUV) segment – and more broadly propel the Nissan marque into new territory, helping it become one of the leading players in the Canadian car market (Figure 1).
Figure 1: Nissan Rogue
It shows the power of compelling long-form storytelling based on resonant research insights to capture people's imagination. Rogue has captured the minds of the Canadian public to create a strong and distinctive position for a marque with few historic credentials in the CUV space.