2012 Bronze Best online display advertising

Client Nissan Motors GB

How did the campaign make a difference? As Nissan Juke is the car that’s Built to Thrill, this work created a thrill you can experience first-hand. A skydiver beckons you to jump – then you hurtle through the sky to join a daredevil team building a Juke in mid-air. This delivered the best interaction rates of any Nissan brand campaign of the last three years.

What details of the strategy make this a winning entry? This campaign aligned closely with both the Built to Thrill positioning and the Nissan brand story: Innovation and excitement for everyone. The target male, 25-to-35 audience has a compulsion for thrills, actively seeking out excitement. They have a competitive streak, so they respond well to a challenge. And they don't like life to be predictable; so offer them something that arouses their curiosity, and they'll be powerless to resist. The key to engaging them was challenging language, an intriguing invitation and the promise of a thrilling ride. Manning Gottlieb OMD helped to define innovative media placements, including page skins that heightened the feeling of thrills with free-falling skydivers that followed users as they scrolled.

How did creativity bring the strategy to life? The Juke's design was inspired by thrilling activities like scuba diving and motor biking. The digital work wasn’t simply going to illustrate this positioning. Creatively there were two goals: to offer the audience an irresistible invitation, and to reward them with an adrenaline rush by putting them right at the epicentre of the action. The ad shows a skydiver, beckoning you from the open fuselage of a plane. The words Come on, jump! invite you to interact, and you’re handed a Nissan badge. You plunge out of the plane into a dizzying dive. You're hurtling towards a team of skydivers building a car in mid-air. You join them, and in the thick of the action you add the finishing touch: the Nissan badge.

Results The results support the audience insight and the creative idea. Over 200,000 viewers interacted and 70% of users found it “thrilling, eye-catching, exciting and striking”. The work achieved the best interaction rates of any Juke digital advertising campaign to date, and the best rates for any Nissan UK campaign in the last three years. (Source: Manning Gottlieb, OMD.) It achieved 104,000 click-throughs: almost 250% over target, with an average click-through rate of 0.24% (some placements achieved 0.69%, which is 530% higher than the industry benchmark of 0.13%).

Team Sav Evangelou, Kate Flather, Adam Buxton, Daniel Bort, Ben Parsons, Jamie Tierney, Rakesh Chadee, Jean Bihanic, Danielle Hammersley, Claire Fyfe

Other contributors Kream – Video production, Manning Gottlieb OMD – Media planning