The Brief

Background: Nissan released a new color model, “Midnight Purple,” from Juke. It’s an unprecedented color that changes depending on intensity and angle of lights. Strategy: Draw purchase intenders to the “Configurator” and communicate the charm of the new color, leading to as many purchase contracts as possible.

Describe how the promotion developed from concept to implementation

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 aim was to communicate the charm of JUKE’s new color through a fun and entertaining process, thereby leading potential customers to test drive or purchase via the site. We also held promotional events utilizing The Force Simulator.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

Point1 Created an experience to maximize the charm of the Midnight Purple coloring, where the body color changes depending on the angle and light in which it’s viewed under. Point2 Turned the Configurator itself, which functions at the last process of the purchase cycle, into an entertainment experience. Point3 Enabled dealers to host events with only a single PC.