Nissan Juke puts the thrill of urban driving at the heart of new campaign
Nissan Europe has opened the next chapter of the Nissan Juke story with the launch of the ‘Tested to Thrill’ campaign created by TBWA\G1.
For the first time since its launch in 2010, the Nissan Juke has enhanced its design adding sporty and premium touches and giving Juke owners the opportunity to personalise their model with a range of interior and exterior colour packs from the Nissan Design Studio.
Based on the thrill of urban driving, ‘Tested to Thrill’ encourages people to engage, configure and test their Juke for themselves. It will run across TV, print, outdoor, retail, digital, and CRM in over 20 European countries from June.
The TV creative is based on the analogy of an athlete pushing himself to the limit. The ad sees the new Juke being tested on a treadmill but always staying one step ahead, in control and pushing every sensation to the max thanks to its responsive drive, technology and personalised design.
“Now, following Nissan's established practice of constant development, comes the next chapter in the Juke story,” said Gareth Dunsmore, Nissan Europe, marketing communications general manager.
“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.”
TBWA\G1 executive creative director, Rudi Anggono, added: “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.”
Two print executions have been developed focussing on the key innovations and D2NA is supporting the campaign online allowing consumers to test the Juke’s latest technologies virtually via immersive 3D animations and full sized pictures. The model can also be experienced in a 360° personalisation module with the digital product experience extending through to dealership.
Content created with:
TBWA\G1
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