PAST EXPERIENCE: AWARD WINNING WORK AIMED AN AUDIENCE POSSIBLY EVEN MORE SKEPTICAL AND HARD TO BOND WITH THAN TODAY’S COLLEGE STUDENTS.

While this campaign was NOT specifically targeted to university/college students, it was targeted at an audience even more skeptical; Extreme/alternate sports enthusiasts. We included it for the WAZE project to show how we understand how to talk to very selective and specific audiences. At the time of this launch, this group was left off of most marketer’s radars and went undeveloped. We found a brand voice that connected to them when no other large automotive brand was. This activated them where they lived and played to turn the The Xterra launch into Nissan’s most successful to that point. The work was ultimately rewarded with many awards including the Grand Effie in 2001. 

NISSAN: XTERRA LAUNCH (WORK DONE FOR TBWA/CHIAT/DAY)

XTERRA: Print Campaign