Tam-Tam\TBWA and Nissan: a story that has been unfolding in Quebec for 30 years.

For national and international brands, establishing a presence in Quebec is a daily process. It relies on a genuine understanding of the market, a consistent presence on the ground and initiatives that resonate with local communities. Brands like McDonald’s Canada and IKEA have grasped this concept, developing projects specifically designed for Quebec throughout the year.

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Indeed, regionalizing requires constant efforts in marketing communications. But when a brand truly invests in the market, it will go from being a visitor to a brand that is part of the landscape. 

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Nissan, a brand anchored in Quebec 

In Quebec, the brands that resonate are those that take the time to understand the culture, not just translate it. Nissan Canada understands this well. For nearly 30 years, the Japanese brand has collaborated with Tam-Tam\TBWA to regionalize its marketing communications efforts in Quebec. Many will remember the Gros Bon Sens character. These campaigns have left their mark on the Quebec imagination and allowed Nissan to adopt a strong regional voice.

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More recently, Nissan strengthened its ties with Quebec by partnering with a well-known public figure: Karine Vanasse. For over five years, she has lent her voice and image to the brand, naturally embodying values such as elegance, passion, boldness and style. Her authenticity and charisma allow Nissan to remain close to local culture and maintain a genuine connection with Quebec consumers through original campaigns and content designed for the Quebec market.

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“For so many years, we’ve worked with Tam-Tam\TBWA to create campaigns that speak to local people, in a language that resonates with them. This long-term partnership is based on much more than contracts and objectives: it’s built on trust, authenticity and the quality of the human connections we’ve forged together. We’re proud to collaborate with a local agency that deeply understands Quebec and is committed to developing relevant communication strategies, such as the launch campaign for the all-new LEAF, entirely created in Quebec and rolled out during the last Bye Bye to connect with the local community!”

Nadine Gad, Director of Advertising and Media Relations, Nissan Canada.

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Beyond marketing communications 

For Nissan Canada, its presence in Quebec goes beyond advertising campaigns. Thanks to its network of 63 dealerships, local partnerships and community involvement, the brand has a presence throughout the province. From its partnership with the Laval Rocket to its support of the Media Food Drive, Nissan is constantly seeking opportunities to connect with Quebecers. Year after year, these actions help build lasting relationships and make the brand a familiar presence in the province. 

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“Creatively, Quebec is an incredible playground. The campaigns that resonate the most are often those conceived here, because they allow people to recognize themselves and project themselves into them. That’s the touch we try to bring to each project: an understanding of the culture, references that reflect who we are, and a distinctly local sensibility. There’s something special, a certain pride, when a major brand takes the time to speak our language.”

Anne-Marie Lemay, Senior Art Director and Lead Creative Nissan, Tam-Tam\TBWA.

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Initiatives that bear fruit 

The brand's efforts in the Quebec market are bearing fruit on several levels: brand awareness, models considered, communication appreciation and sales.

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The partnership between Nissan Canada and Tam-Tam\TBWA is based on a relationship of trust and close collaboration between the agency, its clients and dealerships in Quebec. It is this trust that allows the brand to thrive in the province and build a lasting relationship with the market.

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