Filippo Dell Osso
Other at TBWA\G1
Boulogne-Billancourt, France
TitleStay Awake
Agency
Campaign Juke - Stay Awake
Advertiser Nissan Motor Corp.
Brand Nissan
Date of First Broadcast/Publication
Story

SUMMARY:

The launch of Nissan’s Juke coincided with the launch of new models from many of its rivals. Alfa Romeo, Citroen, Mini had a strong premium image and heritage. For a 3% player with a weak opinion, the task for Nissan did not seem easy.

To succeed, Juke had to avoid cannibalising Qashqai, attracting a new target audience for Nissan – young urban males – a challenge for a brand with an image tied to that of the older and feminine Nissan Micra. The key would be to create a strong personality for the car.

Within 2 years, Nissan wanted sales of the Juke to be on the level of the Micra to sustain the small car segment.

In the pre-launch, two motivational messages were used; one, that this car has personality – in the role of little brother to Qashqai’s popular Urbanproof and two, that this is a compact car – as that is the market they are looking to buy in. This led to the consumer insight driven message that “younger brothers have more fun”. 

The launch introduced the second part of the creative strategy, designed to create a unique territory for this new audience with a product personality-driven message of: “energise the city”.

After one year, the Juke had established a personality all its own, and when compared to Qashqai in the UK, Italy and France it scored just as well or better in many categories. Juke was also able to attract a new market for Nissan, the young urban males. 55% of purchasers were male, 58% below the age of 45 and 76% had no children. After the first year, sales volumes in the target markets were between 50 and 66 percent higher than the objectives that Nissan had set for the car.

Media Type Cinema
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