#VJUKE

Title#VJUKE
BrandNISSAN AUSTRALIA
Product / ServiceNISSAN JUKE
CategoryA03. Cars & Automotive
EntrantWHYBIN\TBWA GROUP MELBOURNE, AUSTRALIA
Entrant Company WHYBIN\TBWA GROUP MELBOURNE, AUSTRALIA
Advertising Agency WHYBIN\TBWA GROUP MELBOURNE, AUSTRALIA
Media Agency CARAT South Melbourne, AUSTRALIA
Production Company INFINITY SQUARED Sydney, AUSTRALIA

Credits

Name Company Position
Scott Whybin Whybin/TBWA Group Melbourne Chief Creative Officer
Paul Reardon Whybin/TBWA Group Melbourne Executive Creative Director
Damian Royce Whybin/TBWA Group Melbourne Creative Director
Tim Woolford Whybin/TBWA Group Melbourne Copywriter
Scott Canning Whybin/TBWA Group Melbourne Art Director
Andrew Roberts Whybin/TBWA Group Melbourne Designer
Scott Woodhouse Whybin/TBWA Group Melbourne Planner
Mike Napolitano Whybin/TBWA Group Melbourne Group Account Director
Matt Chiodo Whybin/TBWA Group Melbourne Account Director
Fintan Mcgivern Whybin/TBWA Group Melbourne Digital Account Director
Leigh Arbon Whybin/TBWA Group Melbourne Digital Engagement Specialist
Mish Fabok Whybin/TBWA Group Melbourne Senior Digital Producer
Lucy Kavanagh Whybin/TBWA Group Melbourne Digital Producer
Karolina Bozajkovska Whybin/TBWA Group Melbourne Tv Producer
Luke Veale Whybin/TBWA Group Melbourne Activation Account Director
Sinead Choi Whybin/TBWA Group Melbourne Activation Account Manager
Rob Lowe Eleven PR Pr Director
Fiona Milliken Eleven PR Pr Account Director

Creative Execution

To be part of the collaboration, all people needed to do was point their mobiles, shoot and tag their Instagram video clips with the #VJUKE. Our artists then used these small videos, to create the big audio-visual production. Videos of the production process were released onto YouTube and Instagram during the campaign. Contributors were then able to attend the exclusive launch of the audio-visual performance. To amplify the idea for everyone else, the event was streamed live via YouTube Google Hangout. The live performance also included rolling credits of all the contributors – giving them their well-deserved 15 seconds of fame.

In a country of 23 million people, we achieved 25 million impressions across the social web, 2 million impressions across Instagram, 4.3 million impressions via YouTube (15.18% interaction rate – which is 80% above the industry average) and nearly 6000 seconds of unique mobile content. The idea also resulted in a completely packed-out music event as the track was performed live for the first time. Through this idea, #VJUKE made a bold first impression with a young Australian audience, built credible social proof and earned itself its own slice of culture. The audio-visual track will also be released on the Australian charts and iTunes in mid 2014.

Insight Nissan is a well-known brand in Australia, but it doesn’t stand for much in the minds of our young audience. The new Nissan JUKE is a bold, unusual small SUV that boasts big handling and performance dynamics. Strategy To engage a young, social audience, we wanted to create something different that would give JUKE a bold personality, inject social proof and embed it in culture. We used the social media environment as a platform to achieve it. Idea To reflect the JUKE, we invited people to contribute something small to create a big performance. We recruited two famous Australian music and video producers, to create a Nissan JUKE inspired audio-visual production and music track, crafted entirely from Instagram videos (no more than 15 seconds) submitted by fans during the campaign.

Links

Website URL