Nissan is a well-known brand in Australia, but it doesn’t stand for much in the minds of our young target audience. Their audience is also rarely engaging with mainstream media channels, so using the usual paid media methods was not going to be enough to connect with them and get our product onto their radar.

The Nissan JUKE is a bold, unusual small SUV, but it’s a car that’s not bought on rational reasons - so we decided to dodge the features and benefits trap and the usual paid media methods. One feature that did stand out about the small JUKE is its big handling and performance dynamics. We used this as our starting point.

To engage a young, social audience, we wanted to create something different that would give JUKE a bold personality, inject social proof and embed it in culture. We used the social media environment as a platform to achieve it, by creating a content piece that involved them.

Reflecting the JUKE, we invited people to contribute something small, to create a big performance. We then recruited two famous Australian music and video producers to create a Nissan JUKE inspired audio-visual production, crafted entirely from Instagram videos submitted by fans.

To be part of the collaboration, all people needed to do was point their mobiles, shoot and then tag their Instagram video clips with the #VJUKE.

Our artists then used these small videos, to create the big audio-visual production. Videos of the production process were released onto YouTube and Instagram during the campaign.

Contributors were then able to attend the exclusive launch of the audio-visual performance. To amplify the idea for everyone else, the event was streamed live via YouTube Google Hangout.

The live performance also included rolling credits of all the contributors – giving them their well-deserved 15 seconds of fame.

The audience was drawn to the idea via an online content video, published in social media channels (YouTube, Facebook, Twitter). The content piece was designed to engage our target audience and invite them to get involved – much like a recruitment video. The strategy also involved utilising 2 famous Australian music & video producers to attract the audience. The combination of the content video and being able to collaborate with famous audio-visual artists kicked the idea off.

In a country of 23 million people, we achieved 25 million impressions across the social web, 2 million impressions across Instagram, 4.3 million impressions via YouTube (15.18% interaction rate – which is 80% above the industry average) and nearly 6000 seconds of unique mobile content. The idea also resulted in a completely packed out event.

Through this idea, #VJUKE made a bold first impression with a young Australian audience, built credible social proof and earned itself its own slice of culture.

The audio-visual track will also be released on iTunes in mid 2014.