Nissan is readying an £8m marketing campaign to launch its crossover model, Juke.
The campaign will see experiential, digital, CRM, retail, advertising and PR activity rolled out across Europe and the UK ahead of the car’s launch on 24 September.
Bonita Norris, the youngest woman to climb Everest, will front the PR campaign (pictured).
The campaign will focus on Juke’s British heritage, playing on the fact that it is engineered and manufactured in the company’s Sunderland plant.
On a national basis, Juke is initially being introduced during the Nissan Qashqai TV ads with a full stand-alone campaign at the end of September.
The car marque is working alongside Borkowski PR, TBWA, MGOMD, TMW, Digitas and EdgeLive to execute the Juke launch strategy across all media.
Eight-page bound inserts in ShortList, Sport, Sunday Times Magazine and Guardian Weekend will also support the launch, as will DPS adverts in consumer men’s magazine including GQ and FHM.
Digital activity will see Nissan create Twitter, Facebook, YouTube and Flickr social media profiles providing consumers with an open forum to engage with each other and discuss Juke prior to launch.
An augmented reality app will allow online users with a webcam to experience the car in detail with a 360-degree view, open car doors and change colours. Nissan is promoting the app across all marketing material and online platforms.
Experiential activity is scheduled at 19 high footfall events around the country throughout July and August with Juke’s own chauffeur programme driving celebrities and influencers to events such as the Kings of Leon after party and DJ gigs in Cardiff.
A month long nationwide dealer tour programme will also give customers an exclusive preview of the car in local markets.
Paul Willcox, Nissan Motor GB managing director, says: “Juke has broken the mould. It is a bold mix of SUV presence and pure Nissan sports lines and injects energy into the conventional hatchback. The launch of Juke marks an exciting time for both Nissan and the British automotive industry. ”
“Bonita was selected as she represents the Juke. She’s one of a new generation of achievers and athletes that Britain should be proud of. We decided against traditional celebrity endorsement to launch Juke and instead opted for someone who represents genuine achievement and embodies the values of the car.”
Nissan says Juke has already received over 1,250 pre-orders in the UK and over 15,000 across Europe.