Nissan Rogue Shark Week

Context.

Shark Week is wild. Year after year, it brings awe-inspiring nature into our homes, transporting us to vast bodies of water where the most fearsome predators survive—and even thrive. A group of them is known as a shiver, but sharks can also fly solo. And when they do, we often refer to them as “rogues.”

In 2016, Nissan Canada partnered with Discovery Channel to go rogue their own way—just in time for Shark Week. To generate buzz for the new Nissan Rogue, they challenged a rag-tag team of experts to transform their flagship family crossover into a functional shark tank on wheels. Discovery Channel released short films documenting the process weekly.

This is where our team comes in. As Nissan Canada’s trusted digital partner, we were asked to promote the partnership on Nissan.ca, leveraging weekly Discovery Channel content, while showcasing the 2017 Rogue. After a broad swath of ideas hit the table, this is where we landed.

Insight.

Like sharks, Rogue drivers can adapt to their environment—and turn obstacles into opportunities.

Idea.

We created a campaign page simulating the look and feel of an ocean floor, inhabited by sharks and other marine life. Dominating the environment, we had the Nissan Rogue. As you scrolled, fish would animate in, while we told the story of the Rogue Shark Tank Challenge. Diving a little deeper, you could compare a range of shark stats to the Rogue’s own capabilities. Returning users unlocked new Discovery Channel content, seeing how the Rogue Shark Tank project came together. Naturally, we provided clear next steps to configure a Rogue and get a quote. We called this concept Dive In.