TBWA Launch Nissan's New Strategy With Nissan JUKE Campaign Across Europe
TBWA is set to launch 'Built To Thrill' campaign for Nissan JUKE across Europe, the first to communicate the brand's new positioning: Nissan. Innovation That Excites.
Online, March 13, 2012 (Newswire.com) - TBWA launch Nissan's new strategy with Nissan JUKE campaign across Europe
TBWA is set to launch 'Built To Thrill' campaign for Nissan JUKE across Europe, the first to communicate the brand's new positioning: Nissan. Innovation That Excites.
Drawing on Nissan's strong heritage in innovation leadership, the campaign conveys the feeling of excitement behind Nissan creations. A car inspired by adventure sports and designed out of a search for excitement, the Nissan JUKE is unique; its energy, contagious; and its attitude reflective of Nissan's dedication to innovation.
Set to launch in Europe mid March across TV, outdoor and press, 'Built To Thrill' - led by Nissan Europe, TBWA\G1 with TBWA\London, and \Else - focuses on the inspiration behind Nissan JUKE, featuring original design elements: a dune buggy (originally chosen for its high arched wheel design) is combined with a motorbike (the inspiration for the interior design and console) to build a 3D image of a JUKE, with the car seat fabric being inspired by wet suit material. Other extreme sport equipment such as a canoe and snowboard are also featured to appeal to Nissan JUKE's target audience who seek excitement and fun in the city.
The 60' TV spot tells the story of assembling the Nissan JUKE in a world of adventure sports set to a musical backdrop composed by 'The Horrors'. With press work unveiling an art installation of the Nissan JUKE, formed by adventure sport equipment, including a behind the scenes content film which can be accessed via QR codes on the outdoor and print executions, showing how the installation was brought together
The Nissan JUKE is inherently known for its innovation in the small car category by offering a small crossover car for men with polarising design. The campaign has therefore, seen a heavy tie in to Nissan's in house design team to get to the heart of how the Nissan JUKE is made.
Bruno Mattucci, Nissan Europe Marketing Communications General Manager; commented: "As part of Nissan Europe's Power 88 Mid Term Plan, JUKE will play a key role in driving our market share growth objective - the Nissan JUKE has already delivered 170,000 retail sales in Europe since late 2010. This campaign therefore aims at strengthening our brand opinion whilst positioning Juke as a unique premium crossover in the B segment."
Ewan Veitch, President of TBWA\G1 added: "The focus on human emotion plays into the new strategy. Previously, communications have concentrated on the car and how it interacts with its environment. This campaign has been developed to communicate the excitement and thrill that the driver gets from a premium and high performance, yet accessible, model. 'Built To Thrill' celebrates both the truth of the car's design DNA and the resultant excitement from owning and driving one."
The campaign will also be supported by retail, social media, digital and experiential activity.
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To reinforce premium design & performance of the Nissan Juke, the campaign will also incorporate communications detailing the premium limited edition Nissan JUKE Shiro. In the meantime, Juke's excitement is supported by an event and PR activity earlier this year in Dubai where Nissan created and raced the JUKE R (a JUKE model with a GT-R engine) to further highlight the model's performance credentials.
The new strategy is reflective of Nissan's strong heritage and dedication to innovation. Nissan models including the Nissan QASHQAI and Nissan JUKE have challenged conventions with unexpected concepts making Nissan a leader in the Crossover category.
NOTES TO EDITORS
About TBWA\
TBWA Worldwide (www.tbwa.com) creates Disruptive ideas expressed through Media Arts for global clients, including ABSOLUT, adidas, Apple, Energizer, GSK, Henkel, Infiniti, McDonald's, Michelin, Nissan, Pernod Ricard, Pfizer, Roche, Standard Chartered Bank, Singapore Airlines and Visa. TBWA is ranked as a Top-Ten worldwide advertising agency, and was recognized by Advertising Age in 2010 as the "Best International Network of the Decade". TBWA has 274 offices in 100 countries, and over 11,000 employees worldwide.
TBWA is part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.
CREDITS
Credits:
Project: NISSAN JUKE "Built to Thrill"
Clients : Bruno Mattucci, Arnaud Charpentier, Timothee Gazeau, Thomas Rodier, Elena Karpenko
Agencies: TBWA\G1, TBWA London, \Else
Creative director: Alasdhair MacGregor-Hastie
Creative team: Fabio Abram & Braulio Kuwabara
Account Management: Ewan Veitch, Celina Eude, Eva Gotteland, Thien-Huong Pham, Gaelle Guillou
TV
TV Producer: Maxime Boiron
Production: Henry De Czar
Director: Lieven Van Baelen
DOP: Nicolas Karakatsanis
Executive Producer: Jean Ozannat
Line Producer: Louis Saint Calbre
FX: Mikros
Executive Vfx Producer: Jean-Lin Roig
Vfx Producer: Christophe Huchet
Vfx Supervisor: Antoine Carlon
Vfx Shooting Supervisor: Antoine Carlon & Laurent Creusot
Head of 3D Studio, commercials: Julien Meesters
Son
Producteur: Benoit Dunaigre
Production and sound design: \Else
Composer: The Horrors
Title of the music: "The Kraken"
Publishing house of the music Chrysalis
Label: Beggars / XL
Print
Art buying/Producer Louise Cripps, Claire Delafons, Trudy Waldron
Photographer: Luke Kirwan
Set Designer : Lyndsay Milne
Set Building : Andy Knight
For further information please contact:
Firstname Lastname
Propeller Group
Victoria Morrison / Liam Fitzpatrick
020 3301 5353
Firstname.lastname@propellergroup.com