Nissan Motors GB: Nissan JUKE – Built to Thrill
Sav Evangelou, Kate Flather, Adam Buxton, Daniel Bort, Ben Parsons, Jamie Tierney, Rakesh Chadee, Jean Bihanic, Danielle Hammersley, Claire Fyfe.
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.