2012 Winners & Shortlists

Results and Effectiveness

This 360 campaign 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

The start is you! We teamed up with Staracademy “the number 1 music reality TV show in the Arab world”, which provided the perfect opportunity for collaboration with the Juke, as it features the region’s best young, creative musicians who are looking to make their mark on the music scene. Our 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. During the show finale, the competition was officially opened for the public, allowing everyone to compete against the Staracademy winner for fame. Pan Arab magazines and online advertising banners were used to pull youngsters to the competition. Finally, the car was displayed at Universities to collect leads and showcase the funky Juke.

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 has to be leveraged in a smart way