3rd July 2010 – Nissan has handed Brands2Life a brief to launch its new Juke model in Europe. As part of the launch, the agency will promote Nissan’s ‘urbanproof’ interactive campaign platform in the UK, and provide campaign content for localisation throughout Europe.Brands2Life will focus on amplifying Nissan’s ‘Journey to Urbanproof’ interactive campaign, along with Digitas and OMD. Working with a collective of urban artists, Akrylonumeric, the Nissan campaign will produce a series of live digital street art performances. Brands2Life will link with the creative collective to communicate the campaign to art and style influencers and media.
“Our approach is to re-establish Nissan as the design and innovation leader. The brand created the ‘crossover’ category so we’ll leverage the Akrylonumeric partnership to target influencers, art and style media, rather than Juke end-buyers,” said Brands2Life’s Head of Creativity, Scot Devine.
The latest model in the ‘crossover’ category, the Juke is part SUV, part sports car. Breathing new life into the traditionally conservative B-segment of the market, it provides buyers with a funky alternative to the conventional urban hatchback.
Gareth Dunsmore, Digital Manager (Europe), said: “Juke brings a sense of adventure to the car market. It’s light, nimble, urban, reactive: qualities designed to grab a younger audience. It offers something entirely different to the traditional B-segment vehicles and cements Nissan as a car maker prepared to do something different. We felt that Brands2Life’s proposed PR campaign fit perfectly with our vision for launching Juke.”