TYPO

TitleTYPO
BrandNISSAN PHILIPPINES INC.
Product / ServiceNISSAN PHILIPPINES INC.
CategoryC06. Real-time Response
EntrantTBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Idea Creation TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES

Credits

Name Company Position
Melvin M. Mangada TBWA\SANTIAGO MANGADA PUNO Executive Creative Director
Melvin M. Mangada TBWA\SANTIAGO MANGADA PUNO Chief Creative Officer
Chino Jayme TBWA\SANTIAGO MANGADA PUNO Creative Director
Dennis Claveria\Arthur Ryan Aquino TBWA\SANTIAGO MANGADA PUNO Art Director
Portia Catuira TBWA\SANTIAGO MANGADA PUNO Managing Director
maxine lozada TBWA\SANTIAGO MANGADA PUNO Account Manager
Sunny Lucero/Mitch Dela Cruz/Denise Jose TBWA\SANTIAGO MANGADA PUNO Agency Producers
Marci Reyes TBWA\SANTIAGO MANGADA PUNO Executive Creative Director for Tequila
Ryan Caidic TBWA\SANTIAGO MANGADA PUNO Copywriter
Joy Garcia TBWA\SANTIAGO MANGADA PUNO Client Service Director
Dennis Carlos TBWA\SANTIAGO MANGADA PUNO PRINT PRODUCER
Romar Quiroz\Patrick Valiente TBWA\SANTIAGO MANGADA PUNO FINAL ARTIST

The Campaign

We created a standard billboard, but with a twist—it had a typo. It challenged people to spot the typo in the headline. It was an error you wouldn’t easily see, especially if you were captivated by the car.

Execution

Gino Quillamor, a celebrity DJ based in Manila tweeted about how he spend days looking for the typo in the billboard. His tweet sparked a global online hunt for the elusive typo. During the height of the chaos, Nissan acted quickly by giving the celebrity a Juke to drive. Suddenly, others wanted to drive it, which led to a spike in test-drive requests and sales.

It was a shot in the arm for Nissan’s languishing local image: - Positive sentiment for the Juke (34.33%) overshadowed competition including Ford Ecosport (20.81%), Honda HRV(22%) Sparked worldwide conversation: - Free pickups in major local and global online sources including 9GAG, Ads Of The World with a cumulative monthly site visit of over 75M - Online discussions in over 40 countries - Trended with over 16K organic shares - 7.67M total reach Nissan Global called it best practice: - Included in Nissan’s Global Brand Driver, which showcases the best international work Increase in inquiries, sales: - 410% increase in test-drive requests - Achieved 190% of sales target

The Situation

The Nissan Juke Typo was a PR stunt that made what Filipinos saw as a has-been brand exciting once more. For years, Nissan’s local image has been languishing for years. To improve its image, they launched the Nissan Juke. In all fairness, it’s looks really stood out, so much so that we managed to hide a typo on its billboard. People from 40 different countries actually looked for that typo. For the first time, positive sentiment about Nissan overshadowed competition, and resulted in more test-drive requests than expected.

The Strategy

The Juke’s target market is the millennial who grew up on social media. Thus, Nissan tapped their interactive personalities through a highly visible billboard that gave them a unique, shareable challenge—to take your attention from Nissan’s most-attention grabbing car and spot the typo in the headline. Key to the campaign was Nissan’s swift reaction to the growing online buzz about the billboard. Nissan quickly responded by giving the celebrity a Juke to drive, and was able to steer the conversation back to test-drives and sales. The unfolding story was picked up by global sources, spurring greater interest for Nissan.

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