Nissan Juke
Background
Our goal was to infuse the not so attractive Nissan Juke with a persona that resonated deeply with the young, urbanites of the UAE. University students, and the non-traditional looking for more than just a car but an extension of their identities. The strategy was centered around leveraging the power of influencer marketing, partnering with local YouTube celebrities and influencers to showcase the Juke in a series of dynamic, lifestyle-oriented digital episodes.
Approach
The campaign was conceived at the early years of influencer marketing and we were among the first in the region to utilize the strategy, capturing authentic urban adventures that highlighted the Juke's versatility and appeal. Flash mobs and interactive billboards featuring the Juke R prototype further amplified engagement, creating a tangible buzz around the brand. The campaign's digital-first approach generated over 700k views on YouTube within a few months and also set a precedent for influencer marketing in the Middle East.
Results
The bold campaign strategy paid off, boosting the Nissan Juke's visibility and appeal among its target demographic. A testament to the campaign's success was its coverage in Top Gear magazine, which further elevated the Juke's presence in the automotive world. Beyond media recognition, the campaign's influence was substantial enough to drive sales of the high-performance Juke R model, underscoring the campaign's ability to convert interest into tangible outcomes.
Today, the Juke R maintains a steady presence in the UAE's competitive automotive market, proving the impact of a unique campaign.
