PARIS – TBWA\G1 and Nissan Europe launch a pan-European campaign, “Tested to Thrill,” for the New Nissan Juke; opening the next chapter of the emblematic model for the brand driving “Innovation that excites”.
For the first time since its launch in 2010, Nissan Juke has enhanced its design with new, energetic crossover lines and adding sporty and premium touches. Nissan has also given the opportunity for Juke owners to personalize the new model in their own way, with a range of interior and exterior color packs available with the Nissan Design Studio. The New Nissan Juke also features high performance Direct Injection turbo engines and advanced technologies such as Nissan Connect, Nissan Dynamic Control System and 4WD with Torque Vectoring System optimizing driving dynamics.
“Tested to Thrill” encourages people to engage, to configure and to test their Juke for themselves through an integrated campaign including TV, prints, outdoor, retail, digital and CRM running in over 20 European countries as of June.
The TVC idea is based on the analogy of an athlete pushing his limits to the max. The New Juke personalized is being tested on a giant treadmill, staying a step ahead, in control, and pushing every sensation to the max thanks to its responsive drive, technology and personalized design.
Two print ads have been developed alongside focusing on the key innovations; one focusing on design and performance and the other one focusing on personalization.
Rudi Anggono, Executive Creative Director, TBWA\G1, “To build on and continue Juke’s heritage as the thrill machine, this new campaign pushes the capabilities of Juke by putting it through the ultimate test. The TV, print and the digital activation, all support the idea of a car that is being tested to bring maximum thrill to its drivers.”
Gareth Dunsmore, Nissan Europe, Marketing Communications General Manager, said, “Now, following Nissan’s established practice of constant development, comes the next chapter in the Juke story. Establishing itself as the original stand-out model in the growing small crossover market with premium style and sporty design, the new Juke is ready to once again stamp its authority on the segment it created.”
This campaign is supported online by D2NA, allowing you to test the new Nissan Juke’s latest technologies virtually via immersive 3D animations and full size pictures. The new Nissan JUKE personalization offers can also be experienced in a 360° personalisation module giving viewers broader and exclusive customisation options. Discover the New Nissan JUKE’s design signature, its new LED lighting and its sporty crossover look, in a 360° exterior and interior virtual showroom. This digital product experience extends through to dealership where customers will also be able to test drive the new Nissan JUKE.
In CRM, Nissan owners are invited to get involved in this thrilling experience, putting them at the centre of the design process and encouraging them to test drive the Nissan Juke at their dealership.
A few owners were also invited to put to test the New Nissan Juke in exclusivity and share their thoughts through videos on Nissan product site.
More than 500.000 Nissan Juke’s have been sold across Europe since its launch in 2010, the New Nissan Juke will be available in showrooms as from June 2014.
Credits
Project: NISSAN Juke “Tested to Thrill”
Clients: Gareth Dunsmore, Ignasi Prieto Cardona, Gaelle Devitry, Yesica Romeo
Agencies: TBWA\G1, \Else, TBWA Paris
Creative director: Rudi Anggono
Creative team: Jeremy Armand, Josselin Pacreau, Kiminori Suzuki, Emilio Pastore
Account Management: Ewan Veitch, Celina Eude, Eva Gotteland, Caroline Allard, Gaëlle Guillou, Aysin Karaduman
TV
Head of TV production: Maxime Boiron
Production: Henry De Czar
Director: Alaux & De Crecy
TV producer : Valentine Bounaud
Post-producer : Valentine Bounaud & Reunan Rescourio
Post Production: Mikros
Executive Producer : Jean Ozannat
Line Producer : Yannick Dupas
Post-producer : Sébastien Gros
Sound
Sound Producer: Olivier Lefebvre and Benoit Dunaigre
Editions Green United Music / Else
Band: Charlie NGUYEN KIM
Track/title: Sky Wheeling
Arranger: Stéphane RAULT
Print:
Creative Director: Rudi Anggono
Creatives Team: Kiminori Suzuki, Emilio Pastore
Art buyer: Carine Galluffo
Retouching : Saddington and Baynes
DIGITAL Agency: Digitas France / D2NA
Creative Director: Jean Baptiste Burdin
Creative Team: Kamil Kur, Lina Benmansour
Account Management: Serge Biscard, David Ouanounou, Axelle Pisciotta
CRM Agency: Publicis Dialog / D2NA
Creative Director: Guillaume Boulay
Creative Team: Camille Pujos, Pierre Donard, Zack Filler
Account Management: Clémence Ballu, Claire Laurent
