|Brand||NISSAN PHILIPPINES INC.|
|Product / Service||NISSAN PHILIPPINES INC.|
|Category||E02. Costs / Creative Performance PR Campaign|
|Entrant||TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES|
|Idea Creation||TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES|
|Chino Jayme||TBWA\SANTIAGO MANGADA PUNO||Creative Director|
|Romar Quiroz||TBWA\SANTIAGO MANGADA PUNO||Final Art|
|Dennis Claveria\Ryan Arthur Aquino||TBWA\SANTIAGO MANGADA PUNO||Art Director|
|Joy Garcia||TBWA\SANTIAGO MANGADA PUNO||Client Service Director|
|Maxine Lozada||TBWA\SANTIAGO MANGADA PUNO||Account Supervisor|
|Ryan Caidic||TBWA\SANTIAGO MANGADA PUNO||Copywriter|
|Patrick Valiente\Romar Quiroz||TBWA\SANTIAGO MANGADA PUNO||Final Art|
|Melvin M. Mangada||TBWA\SANTIAGO MANGADA PUNO||Chief Creative Officer\Executive Creative Director|
|Marci Reyes||TBWA\SANTIAGO MANGADA PUNO||Executive Creative Director for Tequila|
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.
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 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 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.