TBWA Launches Nissan’s New Strategy with New Nissan JUKE Campaign
12th March 2012
Nissan JUKE campaign – ‘Built To Thrill’ – is the first to communicate the brand’s new positioning: Nissan. Innovation That Excites.
Drawing on Nissan’s strong heritage in innovation leadership, the campaign conveys the feeling of excitement behind Nissan creations. A car inspired by adventure sports and designed out of a search for excitement, the Nissan JUKE is unique; its energy, contagious; and its attitude reflective of Nissan’s dedication to innovation.
‘Built To Thrill’, led by Nissan Europe, TBWA\G1 with TBWA\London, and \Else, will highlight the premium and credible elements of the Nissan JUKE. The campaign focuses on the inspiration behind Nissan JUKE, featuring original design elements: a dune buggy (originally chosen for its high arched wheel design) is combined with a motorbike (the inspiration for the interior design and console) to build a 3D image of a JUKE, with the car seat fabric being inspired by wet suit material. Other extreme sport equipment such as a canoe and snowboard are also featured to appeal to Nissan JUKE’s target audience who seek excitement and fun in the city.
The Nissan JUKE is inherently known for its innovation in the small car category by offering a small crossover car for men with polarising design. The campaign has therefore, seen a heavy tie in to Nissan’s in house design team to get to the heart of how the Nissan JUKE is made.
Bruno Mattucci, Nissan Europe Marketing Communications General Manager; commented: “As part of Nissan Europe’s Power 88 Mid Term Plan, JUKE will play a key role in driving our market share growth objective - the Nissan JUKE has already delivered 170,000 retail sales in Europe since late 2010. This campaign therefore aims at strengthening our brand opinion whilst positioning Juke as a unique premium crossover in the B segment.”
Ewan Veitch, President of TBWA\G1 added: “The focus on human emotion plays into the new strategy. Previously, communications have concentrated on the car and how it interacts with its environment. This campaign has been developed to communicate the excitement and thrill that the driver gets from a premium and high performance, yet accessible, model. ‘Built To Thrill’ celebrates both the truth of the car’s design DNA and the resultant excitement from owning and driving one.”
Alasdair MacGregor-Hastie, TBWA\G1 Executive Creative Director, commented: “The new Nissan JUKE campaign builds on the energy of the launch work but in a more explosive way. The idea was born from a truth about the car, that it was inspired by adventure sports. In fact by talking to the team at NISSAN DESIGN EUROPE of the JUKE, we really understood what the car was all about. This is a fantastic campaign and is a guaranteed success, much like the car itself.”
The pan-European campaign will launch in mid-March 2012; the TVC the 12th of March and will be heavily supported by Retail, Social Media, Print (featuring the behind the scene content film), OOH, Digital and Experiential.
The musical backdrop, composed by ‘The Horrors’, is in beat with the thrilling and exciting attitude of the campaign, incorporating the impactful sound design seamlessly into the composition to deliver a very epic and realistic feel. The powerful track has been constructed with key syncs and gradual build-ups to enhance the dramatic feel of the ad.