2013 Winners & Shortlists

The Brief

Nissan was launching their all-new Sport Crossover, the Juke, in the Middle East. Their message to young, adventurous drivers was that "Juke energizes the city." Our task was to translate that message for the region into a digital campaign.

Describe how the promotion developed from concept to implementation

We used the actual energy of the human voice to power a virtual Juke in a game on Nissan’s website. In “Energize the Juke,” players powered their Juke by saying "Juuuuuke" for as long as possible. The longer they said the word, and the higher the pitch, the more energy they would inject into the car. After saying "Juke", the car would take off on a drive through the Middle East cites of Dubai, Jeddah, Muscat and more. The top player on the leaderboard energized themselves all the way to Japan, winning a trip for two.

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

After 6 weeks, over 100,000 users participated on the site. Most importantly, the Juke sold out two shipments in a row.

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

By utilizing the natural energy within us all, Nissan was able to show drivers that Juke truly energizes the city. In fact, Nissan was able to energize the entire region and beyond since the virtual Juke traveled throughout the Middle East, and the top player won a trip to Japan.