#VJUKE

Title#VJUKE
BrandNISSAN AUSTRALIA
Product / ServiceNISSAN JUKE
CategoryA06. Use of Social in a Direct Campaign
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

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

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.