Dubbed “Energised”, the digital campaign created a virtual electrical charge between the user’s cursor and the compact crossover
“The digital campaign, 'Energised', creates an electrical charge between the user's cursor and the new Juke in a way that highlights the energy that Nissan is bringing to the compact car sector,” stated the press release.
“Energised” is a part of Nissan multimillion UK marketing campaign that runs across TV, digital, experiential, CRM, PR and retail marketing. This includes media banners, as well as homepage takeovers on Virgin.co.uk, Channel4.co.uk and YouTube.
"The design of the Nissan Juke is innovative and has been created with energy and living life in mind. It's this energy and passion for life that is reflected in our work and especially the new campaign breaking in 2011," said Paul Jason, Creative Director at Digitas.
“Juke has broken the mould. It is a bold mix of SUV presence and pure Nissan sports lines and injects energy into the traditional compact car segment. Digital channels are fundamental to the success of our launch and the major activity planned for early 2011. The value and DNA of Juke is well suited to digital and social media platforms whilst generating its own noise and following which will be the essence of next year's digital campaign, " said Andy Jackson, Marketing Manager, Nissan Motor GB.
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