The Nissan Juke launch posed a challenge: To engage a young, male, thrill seeking target market who, thanks to the Micra, associated Nissan with their parents.These lads don’t watch TV or read newspapers. They’re out with their mates. They’re competitive. They want to express their individuality. They love the infectious energy of a night on the town. We needed to engage them in the same spirit they live their lives in the social spaces they prefer.So the invitation went out.

Join Nissan and influential musicians La Roux to create a true anthem of the night and travel ‘Behind the Hit’.This was no ersatz pop promo. La Roux earned us credibility and coverage across the blogosphere, reducing our need for paid advertising. Further partnerships were quickly forged with Spotify and Virgin Red Room. Conversations were ignited in exactly the right digital forums to engage our audience.The word was out. People flocked to our microsite to use an inspiring new mixing tool to create music.

The web app was also adapted for iPhone and iPad. Our lads could even unleash their creativity at Nissan’s 02 innovation station.After uploading their track, entrants implored Facebook and Twitter followers to support them. Weekly voting deadlines optimised the buzz. The car’s infectious energy was mirrored by the contagious energy of the campaign.Anticipation reached fever pitch. Thousands of tracks were narrowed to a shortlist. La Roux were impressed. They picked their favourite to be remixed in the studio and premiered live at Camden’s Koko Club.The gig was a sell out. Long queues snaked round the Nissan Juke vehicles parked outside.Gatecrashers included BBC Radio and the national press.It also created a world first - Spotify streamed the entire event live.Prior to Behind the Hit, the waiting time for a Nissan Juke was 3 months. Immediately after the campaign, that increased to 4 months.As important as sales, we changed perceptions and put Nissan on the radar. Amongst our target market there was an 8% uplift in awareness of Juke as a newly launched car.

Thanks to its social power, 10.7 million unique users were exposed to the digital campaign – 30% more than our target.96,074 people engaged with Behind the Hit, either creating a track or voting (6% higher than the benchmark set by Nissan’s most successful previous digital campaign).

La Roux earned credibility and coverage across the blogosphere, reducing our need for paid advertising. Conversations were ignited everywhere. Partnerships were forged with Spotify and Virgin Red Room.The word was out. People flocked to the BtH microsite, mobile and iPhone app to access mixing tools.

After uploading their track, entrants implored Facebook and Twitter followers to support them. Weekly voting deadlines optimised the buzz. The infectious energy of the car was mirrored by the contagious energy of the campaign.Anticipation reached fever pitch. Thousands of tracks were narrowed to a shortlist. La Roux picked their favourite to be remixed in the studio and premièred live at Camden’s Koko Club.The gig was a sell out. Long queues snaked round the Nissan Juke vehicles parked outside.Gatecrashers included BBC Radio and the national press.It also created a world first - Spotify streamed the entire event live across the net.

Prior to Behind the Hit, the waiting time for a Nissan Juke was 3 months. Immediately after the campaign, that increased to 4 months.Amongst our target market there was an 8% uplift in awareness of Juke as a newly launched car.

Thanks to its social power, 10.7 million unique users were exposed to the digital campaign – 30% over target.96,074 people engaged with Behind the Hit, either creating a track or voting (6% higher than Nissan’s most successful previous digital campaign).

It also created a world first - Spotify streamed the entire event live.