Cannes Lions

NISSAN JUKE

OMD, New York / NISSAN / 2011

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Overview

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Credits

Overview

Execution

Contextual co-branded print and online ads drove users to the JUKE sponsored microsite - The Game Unleashed. By leveraging a female host, and associating the Juke with her, we gave the JUKE brand a persona of being sexy and edgy. Weekly press releases were distributed to over 650 local and national media channels promoting the Game Unleashed program.NISSAN ran four ad pages in the November Maxim magazine, including a spread advertorial promoting the Game Unleashed sponsorship and featuring April Rose and the all-new NISSAN JUKE.

A football-themed experience featuring the Juke busting through a banner welcomed users to the microsite and set up the JUKE branded microsite. Throughout the microsite, users were able to learn more about the vehicle. Users could also win a free 1-Year Maxim subscription by watching a: 60 JUKE spot and correctly answering 7 questions related to the JUKE commercial.

Outcome

The Juke was so successful that inventory quickly sold out. During the month of this campaign, Juke experienced huge success, selling at 139% of goal.

We engaged with almost half a million users, who spent about two minutes online with Juke and opted-in to receive more information (29% opt-in rate).

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