2009 BRONZE

AUTOMOTIVE, VEHICLES

ROGUE MARBLE MAZE

NISSAN, NISSAN NORTH AMERICA

Fred Reinfelder, Sr. Mgr.-Mktg. Comm. & Media
Rick Ash, Mgr.-Mktg. Comm. & Media

TBWA\CHIAT\DAY & TEQUILA

Rob Schwartz, Exec. Creative Dir.
Jon Castle, Mngng. Dir.
Richard Oneill, Dir.-Bdcst. Production
Mike Yagi, Creative Dir.
Justin Prough, Creative Dir.
Jeremiah Knight, Dir.-Digital Strategy
Robbie Whiting, Dir.-Interactive Devel.
Doug Speidel, Exec. Creative Dir.

OMD

Positioned as a means for Gen Xers to stay young and play, the Rogue crossover SUV rocketed to the upper echelons of a crowded segment in only six weeks despite numerous challenges. At the heart of the campaign were iconic games from the target audience's youth, such as the "Marble Maze" used to make the campaign a destination for play. This notion of play not only appealed to Rogue's Gen X communications target but also to the segment's volume target, Boomers.