Nissan breaks new Rogue campaign
Automaker Nissan Canada has begun a new campaign called “Fam” for its 2021 Rogue sport utility vehicle. Developed by Juniper Park TBWA of Toronto, the effort focuses on the redesigned elements of the vehicle. The campaign broke with a television commercial during the broadcast of the 2020 Billboard Music Awards. This will be accompanied by 156 video executions, each focusing on the travels of a Canadian family. The online videos are being optimized by Google to display ads matching certain product features with appropriate audiences.
Additional elements of the campaign include a partnership with DAZN to reach live sports audiences while bars are closed, as well as partnerships Pinterest and Parent Life Network. Digital will run on The Weather Network, AutoTrader.ca, Kijiji Auto, Verizon Media, Spotify and others.
“To launch a complete refresh of Nissan’s best-selling model in the largest automotive segment in Canada, we knew that we needed an ambitious digital-first strategy to match,” said Adam Paterson, director of marketing at Nissan Canada. “With Juniper Park TBWA, we are positioning the Rogue as the perfectly redesigned SUV for the redefined family. In the same way that Canadian families are also challenging conventions, the all-new Rogue is boldly defying automotive conventions in its segment.”