| Title | JUKE VS YOU |
| Brand | NISSAN PHILIPPINES INC. |
| Product / Service | NISSAN PHILIPPINES INC. |
| Category | C01. Guerrilla Marketing & Stunts |
| Entrant | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
| Idea Creation | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
| 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 |
| 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 |
| Ryan Caidic | TBWA\SANTIAGO MANGADA PUNO | Copywriter |
| Joy Garcia | TBWA\SANTIAGO MANGADA PUNO | Client Service Director |
| Dhanice Mengote | TBWA\SANTIAGO MANGADA PUNO | Account Manager |
| Dennis Carlos | TBWA\SANTIAGO MANGADA PUNO | PRINT PRODUCER |
| Romar Quiroz\Patrick Valiente | TBWA\SANTIAGO MANGADA PUNO | FINAL ARTIST |
| Bea Tusing | TBWA\SANTIAGO MANGADA PUNO | Art Director |
| Emilie Batard | TBWA\SANTIAGO MANGADA PUNO | Film Director |
| Vince Belen | TBWA\SANTIAGO MANGADA PUNO | DIRECTOR OF PHOTOGRAPHY |
To show just how captivating the Juke was, the social experiment put together two eye-catching subjects—the Juke and a mirror. Mall-goers passing by the installation were challenged to either look at the Juke, or at themselves. It was essentially a battle between the “Juke vs. You.”
Hidden cameras were placed inside the car and the mirror installation. These were used to record the glances of thousands of passers-by who looked at either of the two subjects throughout the entire day. After ten hours, the Juke garnered more glances than the mirror, proving that it truly was a standout. The social experiment was documented in a web film, and posted on Nissan’s social media.
After the ten-hour activation, the Juke got the attention of 4,633 mall-goers, over two times more than the mirror, which received 2, 655 looks. This proved that the Juke was more eye-catching than millennials themselves. Its online film also stood out, becoming the second most viewed content on Nissan’s FB page. - 28% View Through Rate VS 20% Global Average Online mentions for the Juke reached its highest during the activation period, and reached an awareness score of 64.1, 14.1% more than the goal. And best of all, Juke sales shot up to 2,582 units, 143% of the target.
Juke Vs. You was an activation designed to prove how captivating the Juke's design really is. It was mounted inside a mall, and put together two things that would capture the attention of passers-by--the Juke, and beside it, a mirror.
The Juke’s target market are the millennials: style-conscious individuals who take pride in their looks. In fact, studies show that they look at the mirror 23 times in a day. We tapped into their need for self-validation through an interactive social experiment that presented them with two choices—to either look at an eye-catching car, or look at themselves. To gather unbiased results, the activation needed to look like the usual car mall display. And since thousands of people would pass by, it was also important to use technology that would accurately record the number of glances from every passer-by.