London, 13 March 2012: TBWA is set to launch ‘Built To Thrill’ European campaign for Nissan JUKE, the first to communicate the brand’s new positioning:
Drawing on Nissan’s strong heritage in innovation leadership, the campaign conveys the feeling of excitement behind Nissan creations. A car inspired by adventure sports and designed out of a search for excitement, the Nissan JUKE is unique; its energy, contagious; and its attitude reflective of Nissan’s dedication to innovation.
Set to launch in Europe mid March across TV, outdoor and press, ‘Built To Thrill’ - led by Nissan Europe, TBWA\G1 with TBWA\London, and \Else - focuses on the inspiration behind Nissan JUKE, featuring original design elements: a dune buggy (originally chosen for its high arched wheel design) is combined with a motorbike (the inspiration for the interior design and console) to build a 3D image of a JUKE, with the car seat fabric being inspired by wet suit material. Other extreme sport equipment such as a canoe and snowboard are also featured to appeal to Nissan JUKE’s target audience who seek excitement and fun in the city.
The 60’ TV spot tells the story of assembling the Nissan JUKE in a world of adventure sports set to a musical backdrop composed by ‘The Horrors’. With press work unveiling an art installation of the Nissan JUKE, formed by adventure sport equipment, including a behind the scenes content film which can be accessed via QR codes on the outdoor and print executions, showing how the installation was brought together
The Nissan JUKE is inherently known for its innovation in the small car category by offering a small crossover car for men with polarising design. The campaign has therefore, seen a heavy tie in to Nissan’s in house design team to get to the heart of how the Nissan JUKE is made.
Bruno Mattucci, Nissan Europe Marketing Communications General Manager; commented: “As part of Nissan Europe’s Power 88 Mid Term Plan, JUKE will play a key role in driving our market share growth objective - the Nissan JUKE has already delivered 170,000 retail sales in Europe since late 2010. This campaign therefore aims at strengthening our brand opinion whilst positioning Juke as a unique premium crossover in the B segment.”
Ewan Veitch, President of TBWA\G1 added: “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.”
The campaign will also be supported by retail, social media, digital and experiential activity.
The press work unveils an art installation of the Nissan JUKE, formed by adventure sport equipment that inspired the Nissan JUKE design.
A Behind the Scene content film can be accessed via QR codes on the outdoor and print executions, showing how the installation was brought together.
The TVC tells the story of assembling the Nissan JUKE in a world of adventure sports which is the source of inspiration for Juke’s design.
To reinforce premium design & performance of the Nissan Juke, the campaign will also incorporate communications detailing the premium limited edition Nissan JUKE Shiro. In the meantime, Juke’s excitement is supported by an event and PR activity earlier this year in Dubai where Nissan created and raced the JUKE R (a JUKE model with a GT-R engine) to further highlight the model’s performance credentials.
The new strategy is reflective of Nissan’s strong heritage and dedication to innovation. Nissan models including the Nissan QASHQAI and Nissan JUKE have challenged conventions with unexpected concepts making Nissan a leader in the Crossover category.
NOTES TO EDITORS
TBWA Worldwide (www.tbwa.com)
TBWA is part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com)
Clients : Bruno Mattucci, Arnaud Charpentier, Timothée Gazeau, Thomas Rodier, Elena Karpenko
Executive Vfx Producer:
Vfx Shooting Supervisor:
Head of 3D Studio, commercials:
Production and sound design: \Else
Title of the music:
Publishing house of the music Chrysalis
Set Designer :
Set Building :