2012 Winners & Shortlists

The Brief

Nissan Middle East 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. We had to introduce this car to our audience through an activation that got their attention and push them to book a test-drive.

Describe how the promotion developed from concept to implementation

‘Juke’ instantly makes one think of a ‘jukebox’, lending itself to music easily. We used this to launch the activation in a place our audience already was – Facebook, with an app that brought the two ‘loves’ of our audience, music and cars, together – Nissan Juke Band. This online activation turned our audience into DJs who could use car parts to ‘mix’ music, and create their unique Juke track, thus introducing our audience to the car part by part. For this, a sound engineer recorded actual sounds from the Juke and composed six base tracks in different genres.

Describe the success of the promotion with both client and consumer including some quantifiable 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 activation resulted in 13,788 active daily users. Test-drives for the Juke were fully booked for the first month after the launch of the car 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!

Explain why the method of promotion was most relevant to the product or service

Young Arabs love cruising in their cars with music full blast. Their love for cars and music came together in our idea, with a level of interaction and detail 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. Even before the Juke hit the roads, we had already introduced the car in an unusual way, and made our audience become a fan through the fun they’d had with it.