Results and Effectiveness

The number of people who visited the site reached 3,800,000 during the campaign period. 6,000 people participated in the Force Simulator Event per day (held at the Nissan Galleries). We developed this concept around the configurator, as the number of users directly correlated with the number of purchase intenders. As a result, we exceeded the annual sales forecast in only three months.

Creative Execution

The Force Simulator allows you to control the JUKE inside the car configurator without actually touching the PC – the same way a character from Star Wars would use The Force to control the configurator. There are two modes – in Light Mode, you illuminate the Juke by shining a light at the webcam, and in Move Mode you control the configurator camera angle at will, using hand gestures. All you need is a webcam, which opens up the experience to everyone.

Insights, Strategy and the Idea

Background : Nissan released a brand new color for the JUKE called, “Midnight Purple,” which changes color depending on the angle and light in which it’s viewed under. Objective: Get our hip, tech-savvy audience to experience the unprecedented color in a new, yet engaging way. Solution： A configurator controlled by using “The Force”. Using the setting and characters from Star Wars, we created a mechanism to control the JUKE in the car configurator using only a light source or through hand gestures, and without the need for a keyboard or mouse. The configurator website allowed us to communicate the charm of the JUKE’s new color, and the Star Wars backdrop helped us appeal to a wider audience, and not just our target audience.