Nissan launched the ‘Juke’ in 2011, targeting younger men with its sporty design, turbo-charged engine and bike-inspired interiors. We had to introduce this car to our audience through a digital activation that would get their attention and push them to book a test-drive.
We created a Facebook app that brought the two ‘loves’ of our audience, music and cars, together – Nissan Juke Band. We worked with a sound engineer to record actual sounds from the Juke and compose base tracks in 6 genres. These could be mixed together to create unique Juke sounds, engaging our audience with the parts of the car, something impossible in a real test-drive. We promoted the app with e-mails and banners, but it also spread on its own virally.
The app resulted in 13,788 active daily users. 224 test-drives for the Juke were booked through the app.
We created a Facebook app that brought the two ‘loves’ of our audience, music and cars, together – Nissan Juke Band. We worked with a sound engineer to record actual sounds from the Juke and compose base tracks in 6 genres. These could be mixed together to create unique Juke sounds, engaging our audience with the parts of the car, something impossible in a real test-drive. We promoted the app with e-mails and banners, but it also spread on its own virally.
The app resulted in 13,788 active daily users. 224 test-drives for the Juke were booked through the app.
