The Brief

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 small SUV that boasts big handling and performance dynamics. Our objective was to engage a young, social audience and 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.

Describe how the promotion developed from concept to implementation

Our creative solution was to invite people to contribute something small to create a big performance. Using Instagram Video, we recruited two famous Australian DJs and video producers, to create a Nissan JUKE inspired audio-visual production, crafted entirely from Instagram videos (up to 15 seconds) submitted by fans.

Describe the success of the promotion with both client and consumer including some quantifiable 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 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 iTunes in mid 2014.

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

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. Then, just like the JUKE itself, something small created a big performance, as our DJs mixed these videos to create a massive audio-visual production and music track. The whole process was documented on YouTube and Instagram. Contributors were then able to attend the exclusive launch of the audio-visual performance. The event was also streamed live via YouTube Google Hangouts and included rolling credits of all the contributors. – giving them their well-deserved 15 seconds of fame.