Nissan Canada launches a “multiverse” in the change of strategy marketing” strategy

Nissan is shifting gears with its marketing efforts in Canada, putting a new emphasis on its motorsport heritage to build itself as an all-encompassing brand, rather than focusing on individual vehicles in its lineup.

Developed alongside Nissan United, Juniper Park TBWA’s bespoke agency for the automaker, the new campaign revolves around a 60-second spot with various cuts that feature the Sentra, Rogue, Nissan Z and the Super GT. The spot aims to establish a “multiverse” that highlights both Nissan’s everyday vehicles and its role in high-performance motorsport, showing scenes of everyday driving performance and then highlighting them. contrasts with their motorsport inspirations.

“Our goal was to showcase Nissan’s long heritage of performance, whether it’s our involvement in motorsport globally or in Canada with our very own Sentra Cup racing series,” said Alannah David- Clark, Senior Director of Marketing Communications at Nissan Canada. Combining both mainstream sport and motorsport, adds David-Clark, is a logical approach, as the technology and design used in its racing vehicles regularly shape the development of the cars Canadians drive every day.

This range is highlighted in this campaign, which is the first to showcase Nissan’s broad offering, rather than focusing on a specific vehicle, like the ‘Conquer All Conditions’ campaign which focused on models specific to its SUV portfolio. . It was wanted.

“As the Nissan brand continues to grow and evolve in Canada, we want consumers to know that we are more than just individual nameplates,” said David-Clark. “Nissan represents great products, technologies and innovations, across all offerings and reflected in the overall consumer experience. Our goal is to communicate an exciting experience across all brand touchpoints, whether you are behind the wheel, whether you’re visiting our showrooms or encountering our brand at an event or online.

The campaign was launched nationwide across TV, OLV, OOH, social, digital and cinema. It will last until fall.

William L. Hart