JUKE By YOU
Open the game- Brand
- Nissan
- Year
- 2014
- Objective
- Engagement
- Industry
- Automotive
- Mechanic
- Other
- Platform
- Web
- Agency
- TBWA HAKUHODO
- With
- BIRDMAN
Objective
Nissan Juke aimed to reinforce its position as a customizable and personalized urban vehicle in the Japanese market. The campaign invited consumers to participate in a design contest where they could create bespoke vehicle designs with the same ease as changing mobile phone cases, generating user-generated content and deepening brand engagement through creative participation.
Solution
A web-based design tool allowed users to create custom Juke designs and car decals. Participants submitted their designs to an online gallery featuring 360-degree views of each entry, where other users could view and vote with 'likes.' The winning design was then applied to an actual Nissan Juke vehicle, which was unveiled at a Tokyo press event and featured in a dedicated film. The campaign was executed by TBWA\HAKUHODO and BIRDMAN, with creative direction by Miki Matsui and Takahiro Hosoda.
Results
The contest attracted 13,000 entries. Nissan produced a film to showcase the winning submission.
