Nissan breaks New Thrill campaign
By Derek Winkler
Nissan Canada has begun a campaign called “Whole New Thrill.” Developed by Juniper Park TBWA, the effort focuses on the excitement of the driving experience. It also highlights the ways in which various features of Nissan vehicles can ease the tension of driving. The national campaign consists of television, digital, social media and out-of-home advertising.
“The campaign insight was born from a widely-published industry data point,” said Bill Chamness, vice-president of strategy at Juniper Park TBWA. “The average Canadian car currently on the road is more than 10 years old. Which means even Nissan’s old technology features are new to Canadian buyers. Secondly, when we went out and talked to new Nissan buyers, they always mention the one specific feature that they love because it magically alleviates a specific problem or concern for them. This campaign is an ode to those very specific magical moments.”