Nissan

Jeremy Tucker, VP, Marketing Communications & Media
Erich Marx, Director, Marketing Communications
Terri Welch, Senior Manager, Marketing Communications
Casey Kilmer, Senior Planner, Marketing Communications

TBWA\Chiat\Day Los Angeles *Lead Agency

Jason Locey, Creative Director
Robbie Reynolds, Designer
Bonnie Schwartz, Account Director
Val Tyll, Brand Director
Tony Burman, Brand Manager

Out-spent, out-heritaged and out-recognized by our competitors, Nissan was caught in a tough place with their commercial vehicle lineup. The ultimate goal was always to drive sales, but we knew we needed to lay the groundwork of familiarity and consideration before we could get there. By shaking up the norms of category stereotypes, the creative and distribution formats, we achieved an immediate, unprecedented 18% jump in sales, and successfully moved the needle on upper-funnel measures (familiarity +60%, opinion +50% and consideration +20%) across the board.