Every year, Nissan has a service contest to win a car. To celebrate Canada's big birthday, we thought we'd up the ante. We proposed giving away a new model that was more affordable than the previous year's, plus $5,000 cash. We positioned the extra money as a way to take your new car on a cross-Canada road trip. The client loved the idea so much, they upped the budget to include higher retail-value vehicles as well. 

Multiple tactics were used in print, digital and retail channels.

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Writer: Karin Elz