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.

Describe how the promotion developed from concept to implementation

Quirky, sporty, funny or completely random, there were 12 Juke Missions to choose from representing our diverse, young audience. Missions included anything from a burger smashdown to an extreme makeover or skydiving adventure. With every new mission, a new Juke feature was showcased, and more buzz was created. The app gathered valuable data for every mission claimed. The budget-friendly Juke Missions promotion proved that sometimes Facebook glory and the thrill of a challenge can create more buzz than a big-ticket giveaway.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 112103 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.

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

Social listening tipped us off to the passions and preoccupations of today’s youth. We connected with them through word-of-mouse and designed missions around them. 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. Every 3 days, we shared a winner’s video across social media before another winner took on their mission – and the spotlight.