An award-winning launch campaign for the Nissan Juke that strove to be as innovative as the car itself.
"Behind The Hit" was an innovative, fully interactive music contest, influencer campaign and crowdsourcing platform rolled into one.
Anyone who visited the campaign microsite could use the in-built tools to create and submit their own music track. The community voted for their favourite – with the eventual winner having their song performed by La Roux at KOKO in Camden.
As junior copywriter, I penned all the copy for the microsite and awareness content. The campaign was a huge success, winning several awards including DMA gold for social media, and NWA gold for the automative sector.
Agency – Digitas
Creative Direction – Paul Jason
Art Direction – Tom Ollivier
Design – Sylwia Bernatowicz & Rakesh Chadee