A high-energy awareness campaign for Nissan’s compact crossover car – the Nissan Juke – has been developed by brand agency Digitas.
Digitas’ digital campaign for the car company’s first compact crossover car, ‘Energised’, creates an electrical charge between the user’s cursor and the new Juke in a way that highlights the energy that Nissan is bringing to the compact car sector, the brand agency said.
The ‘Energised’ campaign will run with Nissan’s wider UK marketing campaign across TV, digital, experiential, CRM, PR and retail marketing.
“Digital channels are fundamental to the success of our launch and the major activity planned for early 2011. The value and DNA of Juke is well suited to digital and social media platforms whilst generating its own noise and, following which, will be the essence of next year’s digital campaign,” said Andy Jackson, marketing manager, Nissan Motor GB.
Energy and passion
Commenting on the campaign, Paul Jason, creative director at digitas, said: “The design of the Nissan Juke is innovative and has been created with energy and living life in mind. It’s this energy and passion for life that is reflected in our work and especially the new campaign breaking in 2011.”
Prior to its release, the production version of the Nissan Juke made its debut at the 2010 Geneva Motor Show in March and Nissan announced that the model would go into production in the UK last February.