Nissan Motors GB: Nissan JUKE – Built to Thrill

DNA

The team

Sav Evangelou, Kate Flather, Adam Buxton, Daniel Bort, Ben Parsons, Jamie Tierney, Rakesh Chadee, Jean Bihanic, Danielle Hammersley, Claire Fyfe.

Other contributors:

Kream, Manning Gottlieb OMD.

How did the campaign make a difference?

As Nissan Juke is the car that's Built to Thrill, this work created a thrill you can experience first-hand. A skydiver beckons you to jump – then you hurtle through the sky to join a daredevil team building a Juke in mid-air. This delivered the best interaction rates of any Nissan brand campaign of the last three years.

What details of the strategy make this a winning entry?

This campaign aligned closely with both the Built to Thrill positioning and the Nissan brand story: Innovation and excitement for everyone. The target male, 25-to-35 audience has a compulsion for thrills, actively seeking out excitement. They have a competitive streak, so they respond well to a challenge. And they don't like life to be predictable; so offer them something that arouses their curiosity, and they'll be powerless to resist. The key to engaging them was challenging language, an intriguing invitation and the promise of a thrilling ride. Manning Gottlieb OMD helped to define innovative media placements, including page skins that heightened the feeling of thrills with free-falling skydivers that followed users as they scrolled.

How did creativity bring the strategy to life?