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Nissan
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Nissan

A new approach for Rogue.

Overview

We launched the new Nissan Rogue across multiple channels and multiple audiences with ultra-targeted and personalized messaging.

Relevance

  • Created a precision campaign.
  • Made audiences take a fresh look at an older brand.
  • Broke new ground in targeted advertising.

Key Challenge

Nissan was re-launching its mid-size SUV, the largest automobile category in Canada. We needed to launch a new version of a vehicle everyone thinks they already know and therefore have permission to ignore.

Strategic platform

Convention:

People already know the Rogue well.

Disruption:

Get more targeted to show people that we’re really talking to them.

Vision: 

Utilize our proprietary data engine to build a precision-led, digital-first campaign toolbox to map the extreme diversity of the audience and get even more targeted.

Creative strategy

Divide into 24 unique audience segments based on life stages, motivations and behaviours. Execute with 156 different videos timed and geared to their individual consumer journey.

The Results

41%
increase in search across Canada.
80%
increase in search in Quebec.
5%
above benchmark – “Finding this ad more interesting than most other ads
9%
lift in Rogue favourability in Quebec.

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