To promote the Nissan JUKE and generate buzz among a younger, more social demographic, we invited fans to contribute something small to make something big. Teaming with WHYBIN TBWA Group Melbourne, we recruited two famous music and video producers, Touch Sensitive and Ego, to create a Nissan JUKE-inspired audio-visual production that was crowdsourced entirely from user-submitted Instagram videos. The "point-and-shoot" essence of the campaign aimed to highlight the point-and-shoot handling and driving performance of the car.

Launch the campaign
Published
April 2014
Topics

The Story

To promote the Nissan JUKE and generate buzz among a younger, more social demographic, we invited fans to contribute something small to make something big. Teaming with WHYBIN TBWA Group Melbourne, we recruited two famous music and video producers, Touch Sensitive and Ego, to create a Nissan JUKE-inspired audio-visual production that was crowdsourced entirely from user-submitted Instagram videos. The "point-and-shoot" essence of the campaign aimed to highlight the point-and-shoot handling and driving performance of the car.

Fans were encouraged to tag their Instagram clips with #VJUKE, and the best ones were then remixed into an audio-visual track. The production was unveiled and live-streamed via YouTube and Facebook at an exclusive VIP warehouse launch party in Melbourne, giving contributors their well-deserved 15 seconds of fame.

The Technology

The Results

We made a bold first impression by engaging a young, social audience, ultimately building credibility into a car that had next to no presence with the target audience.

2

Million Instagram impressions

6K

Seconds of unique content, including audio and video

4.3

Million YouTube impressions (a 15.8% interaction rate)

Launch Date Jan. 10, 2013