Nissan North America: From Selling the Deal to Selling the Brand

Elliott Bastien, Leslie Stone

In a 'bigger than advertising' activation, auto brand Nissan set in motion a total brand transformation that aimed to thrill consumers and turn employees into advocates in order to enhance perceptions of the brand and boost profits in the US.

Campaign details

Brand: Nissan Brand owner: Nissan Entrant company: Nissan UnitedIdea creation: In house Market: United States Sector: Automakers & marques Media channels: Word of mouth, Influencers, KOLs, Print - general, Events & experiential, Social media, Online video, Sales promotion, Outdoor, Out-of-home, Radio & audio, Sponsorship - sports Budget: Over 20 million

Executive summary

Embracing change

Change comes in many shapes. It can be quick, slow, forceful, or unexpected, and outright cruel if ignored. The story that follows explores the many facets of change...

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