Nissan: Nissan named 2017 ‘Brand of the Year’ by Strategy magazine

Mississauga, Ont. – On Thursday, November 9, Nissan Canada was declared the winner of Strategy magazine’s annual “Brand of the Year” award for its “Conquer All Conditions” campaign. Strategy, Canada’s national publication covering the marketing and advertising community, recognized Nissan for the excitement around the long-term campaign, while celebrating its consistency and connection to the Canadian market.

“Conquer All Conditions” was created in 2014 to showcase how Nissan’s best-selling vehicle in Canada, the Nissan Rogue, can overcome the extreme conditions of the Canadian winter. The fully-Canadian campaign later evolved to include Nissan’s full portfolio of SUVs, and was even adapted by other markets. The different spots emphasize the safety and reliability that Nissan vehicles provide, and their ability to effectively “save the day.” This is demonstrated by Nissan vehicles escaping difficult situations such as icy roads or mudslides, and by being ready for obstacles one could never predict.

“We are thrilled that the “Conquer All Conditions” campaign earned Nissan the 2017 “Brand of the Year” award,” said Steve Rhind, director of marketing, Nissan Canada Inc. “The campaign came from the notion that Canadians put a high priority on all-wheel drive when buying a compact SUV, since it gives them more confidence in difficult driving situations. The campaign speaks to the importance of safety, but it is our belief that in order to get viewers’ attention, we also have to be exciting. The “Conquer All Conditions” campaign is the perfect combination of both.”

The “Conquer All Conditions” spots take on a cinematic approach and highlight various confidence-inspiring intelligent features including All-Wheel Drive, Active Trace Control, Active Engine Braking, and Active Ride Control. The spots single out the customer benefits Nissan delivers and how Nissan can help instill confidence in drivers – on any road, in any situation. The spots also prepare the public for the road ahead by showcasing Nissan’s new automotive technology such as Forward Collision Detection, Forward Emergency Braking and Blind Spot Control.

Over the years, Nissan has maintained clear and consistent messaging, creating a long-term resonance and an emotional connection with drivers. Because of its success, the “Conquer All Conditions” campaign quickly became one of the best-known and best-loved Canadian car campaigns. By including Nissan Intelligent Mobility messaging, the “Conquer All Conditions” campaign also cements the brand’s roadmap to achieve a zero-emission, zero-fatality future for driving.

Strategy has recognized the Nissan ‘Conquer All Conditions’ campaign amongst many brands from various industries. To see the full article, “2017 Brands of the Year: Nissan doesn’t play it safe” visit strategyonline.ca.

 

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