CLIENT
Nissan North America
Patricia Park, Mktg. comm. Mgr.
Fred Suckow, Dir. of Mktg.
Erich Marx, Senior Model Line Mgr.
Andrew Holbrook, Model Line Producer
Michelle Erwin, Senior Mktg. Comm. Mgr.
Jan Thompson, VP Mktg.
AGENCY
Julie Liss, Dir. of Planning
Richard Turner, Dir. of Planning
Paul Mayhack, Account Supervisor
Bill hornstein, Art Dir.
Mike Yagi, Associate Creative Dir.
Chris Lynch, Associate Creative Dir.
SUMMARY
Nissan's Pathfinder SUV faced a challenging relaunch in a declining segment. The Pathfinder would take on the perception that SUVs were becoming little more than minivans in SUV clothing by reminding a maturing audience that they were still adventurous and owed it to themselves to live a life worth talking about. The campaign helped increase opinion levels of the Pathfinder to those equal to category leader Toyota and increased its segment share from 2.1% to 3.6%.
