CLIENT
Nissan North America
Tom Tackes, Sr. Manager- Mktg. Strategy
Kathy Hori, Planner- Mktg. Strategy
Steve Wilhite, Global Marketing Dir.
Fred Suckow, Dir. of Mktg.
Kim McCullough, Sr. Manager Advertising
Patricia Park, Manager Advertising
AGENCY
Tad Greenough, Managment Supervisor
Rich Rivera, Group Media Dir.
Tyler Beck, Planning Dir.
Bonnie Schwartz, Account Dir.
Rob Schwartz, Executive Creative Dir.
Juan Perez, Associate Creative Dir.
SUMMARY
Nissan's Quest minivan was a laggard in a segment that was not very exciting to begin with. The new Quest, however, was totally unique and different. Instead of following conventions by marketing to families and kids with messages about safety and innovations, Nissan would target "Sexy Moms" and speak to them about their passions and interests outside of motherhood. And it worked! The campaign has propelled the Quest from an also-ran entry to a prime contender-making the Quest a player in a thoroughly entrenched segment, attracting young, affluent buyers who reflect out Sexy Mom profile.
