2012 Winners & Shortlists

The Brief

Nissan Middle East introduced launched a new mini-crossover last year called ‘Juke’. The car has a very specific target audience, mainly younger men buying their first or second car. This is reflected in Juke’s sporty design, turbo-charged engine and motorbike-inspired interiors. Our challenge was two-fold – launch this new car into a market that’s already oversaturated with cars of every make and size; catch the attention of an audience with a notoriously low attention span and push them to book a test drive.

Creative Execution

Young Arabs love cruising in their cars with music full blast. The app brought the the two ‘loves’ of our audience, music and cars, together. We introduced our audience to the car part by part, something impossible in a real test drive. It made them want to go see the Juke they had came to know inside out with the app. We promoted the app with e-mails, banners and it spread on its own virally. We had introduced the car in an unusual way, and made our audience become a fan through the fun they’d had with it.

Describe the creative solution to the brief/objective.

‘Juke’ instantly makes one think of a ‘jukebox’, lending itself to music easily. We used this to introduce the car to our audience through a medium they were already present on – Facebook, with the Nissan Juke Band app. This app turned our audience into DJs who could use the car parts to ‘mix’ music, and create their unique Juke track. For this, a sound engineer record actual sounds from different parts of the Juke and compose six base tracks in genres including local ones. These could be mixed together to create customized and shareable Juke sounds.

Results

The Nissan Juke Band was the most loved new band in town. The most ‘Liked’ tracks in the jukebox made it to the CD released at the launch event of the Juke. In all, the app reached 13,788 active daily users. Test-drives for the Juke were fully booked for the first month after the launch and 224 test drives were booked through the app. Juke Band was also used by the contestants of the biggest Arab talent show on TV, Star Academy. In short, the results were music to our client’s ears!