The Masters of Marketing Awards 2018


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Marketing Week


Nissan X-Trail 4Dogs

Award category: Automotive

Entering agency: Performance Communications

Name of brand: Nissan Europe

Project name: Nissan X-Trail 4Dogs

Type: Winner

Judges' comments: A great idea that started with a strategic idea, was proven via research that then became a winning campaign with some impressive results.

Description: Nissan wanted to reposition its seven-seat X-Trail model from one aimed at ‘adventure seekers’ to focus on ‘active families’. The car brand savvily tapped into a simple insight around dog ownership: 30% of the target audience own a dog and 90% of them consider their pet as much a part of the family as their children. A PR and social media campaign was developed around a canine-friendly concept vehicle: the Nissan X-Trail 4Dogs. It provided the biggest organic social media reach ever for Nissan globally, and the biggest spike in Google searches for the model.


  • “The Masters of Marketing Awards are bold and courageous and really push the boundaries for the industry. They recognise truly innovative work and are an inspiration, with some of the best work available for all to see.”
    Karen Stacey

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