Title | #VJUKE |
Brand | NISSAN AUSTRALIA |
Product / Service | NISSAN JUKE |
Category | A03. Cars & Automotive |
Entrant | WHYBIN\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 |
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 |
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.