2012 Winners & Shortlists

Results and Effectiveness

This TV element was part of a 360 campaign that generated 805 test-drives – 61% higher than objective. It also generated a high number of unit pre-order across all Pan Arab countries.

Creative Execution

So we created the idea of: The Star is You! We wanted to give youth the opportunity to become a start, by competing to compose the soundtrack for the Juke's TVC. How did we run this competition? The full-fledged music composition application “Juke Band” was showcased on Staracademy where the competition started live; we challenged the eight finalist students to compose a soundtrack for the Juke TVC. The winning student was announced during the show's finale, and the application was then placed on Facebook. That is when the competition was officially opened for the public, and everyone was invited to compete against Staracademy's winner for fame.

Insights, Strategy and the Idea

To launch the car for the first time in the Middle East, we had to identify the main elements that our core target, young urbanites, will affiliate with. Our research shows that music is the ultimate form of self-expression for our core target. However music as a platform has been overused by brands with extensive budget, and there is no single brand ambassador that can cater to the majority of youth. Music is the right platform; however it had to be leveraged in a smart way