Nissan X-trail: Built to build families

Nissan wanted to reposition the X-Trail as a family crossover rather than a rugged 4x4 to enhance awareness, familiarity, and sales. The challenge was to establish an emotional link between family and adventure to engage our audience. I uncovered that modern families spent only 37 undistracted minutes together daily, prompting them to seek out adventurous experiences on weekends and holidays for meaningful bonding. The solution introduced the "Built to Build Families" platform, highlighting that the more families adventure together, the closer they grow. This concept fueled our fully integrated campaign, encouraging families to embrace more shared adventures.