2012 Winners & Shortlists

The Brief

The 2011 JUKE from Nissan is the city car that defies definition – it’s sporty AND sexy. To launch this convention-breaking crossover in the UAE, we needed to introduce young people to Juke and get them behind the wheel. For a generation on the go, it was clear a traditional campaign wasn’t going to cut it. We had to find a way to make the Juke experience part of their lives. Juke Missions was a social experiment that called on young people to jump in and discover the fun side of Dubai – and test-drive Juke along the way.

Creative Execution

Social listening tipped us off to the passions and preoccupations of a cross-section of today’s youth. We connected with them through word-of-mouse and designed missions around them. Quirky, sporty, funny or completely random, there were 12 Juke Missions to choose from – anything from a burger smashdown to an extreme makeover or skydiving adventure.

Describe the creative solution to the brief/objective.

Online display ads on popular sites, edms, targeted Facebook ads, flyers, radio and press ads inspired people to claim their mission on our Facebook page. At the heart of the campaign was the Facebook app, keeping people in the loop about the countdown, the missions calendar, and polls on related topics. It also gathered valuable data for every mission claimed. Every 3 days, we shared a winner’s video across social media before another winner took on their mission – and the spotlight. With every new mission, a new Juke feature was showcased, and more buzz generated.

Results

Over 12103 people registered to claim a Juke Mission. Interactions on the Facebook page increased by 800% as people connected Juke to their interests and lifestyles. Over 4 weeks – traffic to showrooms increased by 42% and Juke became the most test-driven car in its category. Post campaign, Juke sold out, and the waiting list grew. Hundreds of people from across the GCC requested that we bring Juke Missions to them. And most importantly, we put Juke in the hearts, minds and memories of today’s generation.