The campaign is called ’Journey to Urbanproof’ and aims to drive traffic to the Nissan site, as well as raise awareness of its crossover range ahead of October’s launch of the Nissan Juke. It has been trialled in the UK and is now being rolled out in France and Italy with other markets likely to follow.
’Journey to Urbanproof’ is an online artistic mural that tells the evolution of the crossover through seven chapters. The mural will be updated before the audience’s eyes so that it becomes an ever-changing product only visible for a limited period of time.
It begins with the launch of the Nissan Qashqai, and moves through the development of the Nissan Murano, the Nissan Qashqai+2 up, to the Nissan Juke.
The campaign is aimed at urban professionals between the ages of 25 and 40, who are looking to invest in a new car within a reasonable price range – possibly as first-time buyers.
It has been created by Akrylonumerik, which started out as a group of street performers but now produces multimedia performances using art and new media.
As part of the campaign, Akrylonumerik has produced a live performance of street art to visualise what makes Nissan crossovers part of the city.
Gareth Dunsmore, digital manager for Nissan Europe, says: “We were the brand that came up with the term ’crossover’ and, where other manufacturers are just getting round to bringing out their first crossover, we are launching our fourth with the Nissan Juke, which is currently available for pre-order.
“The Journey to Urbanproof showcases how the Nissan Juke and other Crossover models and should appeal to those who embrace creativity and innovation.”