By The Drum Team | Editorial

March 13, 2012 | 1 min read

Nissan JUKE is set to unveil a ‘Built To Thrill’ campaign across Europe, incorporating TV, outdoor and press, by TBWA.

The first to communicate the brand’s new positioning: Nissan. Innovation That Excites, the campaign looks at the inspiration behind Nissan JUKE, featuring original design elements, with a behind the scenes content film accessible via QR codes on the print and outdoor ads showing how the art installation in the print campaign was brought together.

The 60 second TV ad by TBWA tells the story of assembling the Nissan JUKE in a world of adventure sports.

Ewan Veitch, president of TBWA\G, said: “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.”

Nissan Drum News Auto

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