Title | #VJUKE |
Brand | NISSAN AUSTRALIA |
Product / Service | NISSAN JUKE |
Category | A06. Use of Social in a Direct Campaign |
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 |
Nissan is a well-known brand in Australia, but it doesn’t stand for much in the minds of a younger audience (18 – 25 year olds). The new Nissan JUKE is a bold, unusual small SUV that boasts big handling and performance dynamics. 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 mobile and social media environments as a platform to achieve it.
Nissan is a well-known brand in Australia, but it doesn’t stand for much in the minds of our young target audience. This audience is also engaging less with mainstream media channels, so using the usual paid media methods was not going to be enough to connect with them and get our product onto their radar. The Nissan JUKE has a unique personality and bold styling that sets it apart slightly from other vehicles in the Nissan range. This creative idea allowed us to embed the JUKE in a younger, music and fashion-focused culture that Nissan previously had few ties with.
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 an audio-visual production and music track, crafted entirely from Instagram videos submitted by fans during the campaign. We then held an exclusive launch event and streamed the track live via YouTube. In reaching our audience in the campaign’s initial phase, there were three key desired outcomes: 1.) More than 1 million social media impressions. 2.) A sold-out launch event 3.) A popular music track that would live on after campaign activity ceased.
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 warehouse event was completely sold-out as the track was performed live for the first time. The music track has now been picked up by international recording label, Future Classic. It will be released on the Australian charts and iTunes in mid 2014.