Nissan Juke: Chase The Thrill
Open the game- Brand
- Nissan
- Year
- 2015
- Objective
- Product launch
- Industry
- Automotive
- Mechanic
- Action
- Platform
- VR
- Agency
- DigitasLBi Paris
- With
- UNIT9
- With
- Le Polish Bureau
Objective
Nissan launched an innovative experiential marketing activation at the 2014 Paris Motor Show to showcase the Juke's performance and agility in a memorable way. The campaign translated the energy of the Juke TV commercial 'Tested to Thrill' into an immersive, visceral experience that would differentiate the vehicle launch through cutting-edge virtual reality technology.
Solution
Users experienced an Oculus Rift DK2-based virtual reality installation featuring a rollerblading android character chasing a Nissan Juke through a futuristic cityscape. Participants were outfitted with a heart rate monitor and stood on a WizDish omnidirectional treadmill (modified with custom safety rails), allowing full-body motion control. Players could perform parkour movements—ducking under obstacles, bounding between buildings, and shimming down walls—to pursue the high-speed Juke. The experience was developed by D2NA/DigitasLBi France and UNIT9, with production challenges including motion sickness prevention and the mid-project transition from Oculus Rift DK1 to DK2, requiring significant code redesign.
Results
Not published.
