2012 Winners & Shortlists

Results and Effectiveness

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. As an awareness campaign, the Nissan Juke Band was very successful, reaching 13,788 active daily users at its peak. Test-drives for the Juke were fully booked for the first month after the launch and 224 test-drives were booked through the app. In short, the results were music to our client’s ears!

Creative Execution

‘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. A sound engineer recorded actual sounds from different parts of the Juke and composed base tracks in six genres. The recorded percussion sound effects could be added to the tracks to create customized, shareable tunes, introducing our audience to the car part by part. The app was supported by e-mails and web banners and also spread virally. This medium allowed the audience to have a level of interaction and detail that’s impossible in a real test-drive. The app was supported by e-mails, web banners and spread virally.

Insights, Strategy and the Idea

Nissan Middle East introduced a new mini-crossover last year called ‘Juke’. The car is targeted to a 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. We had to introduce this new car into a market that’s already oversaturated with cars of every make and size; and catch the attention of an audience with a notoriously low attention span. We found that our target audience spends a lot of time online, especially on social networks such as Facebook. For the first time ever, we launched the car on a different medium, one they were already on - Facebook, with the Nissan Juke Band app. This highly targeted communication of a viral nature helped our client get the most out of their budget, and turned our audience into fans before the car appeared in showrooms.