WHAT WE’VE DONE

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Nissan Juke Launch

October 2011

STRATEGY 100%
CONCEPTS 95%
INNOVATION 100%
TECHNOLOGY 90%
ACTIVATIONS 95%

PERCENT OVER TARGET

CARS PRE-ORDERED

ACTIVATIONS

SUCCESSFUL CAMPAIGN

Nissan South Africa approached us to handle the entire launch of the new Nissan Juke in malls throughout the country and to go digital as much as possible. Only one problem was, there were no cars in the country and we needed to pre-sell 500 of them. So we decided to use the first Augmented Reality off iPad experience in malls to essentially create a virtual showroom of the car in a public space. The result, we sold triple that objective.

Just a floor mat surrounded by stanchions left the visitors baffled.

But give them an iPad and Voila! The car appeared to scale in full 3D. Buttons on the app allowed the user to change colour, opens doors to view interior, or watch the interior video.

There was also a take away card to see the AR application at home as well as in-situ AR where you can see the car on the projection screen.

We also ran a competition to have your first picture with a virtual car. Best pose or concept per activation won a cool prize. This drove high numbers to social media.

In addition to booking the malls, we also staffed and even ran flashmobs in the space.

In this video that we produced, we got famous artist Peach create a music video where the car was his instrument. It went viral on social media. Check it out!

At each site we also did building projection as well as car projection to create wow factor.

What would our promotion be without our trusty draw card holographic units with beautiful 3D models.

In addition, we also created a micro site and mobi site for the launch and managed the social media pages over the period. On the site we had a 3D car which you could spin and change the colour along with all the other information required and videos. The social media page went crazy over the period given the digital nature and fun factor of the launch.

NANCY REDDY

Product Manager, Nissan SA

“It is truly brilliant to work with your team and I am glad that we are getting more opportunities to do so. I am awed by your innovation and skills and we so need it, especially for my products.”