In order to fully demonstrate the high end features and abilities of the new Juke, an Augmented Reality application was incorporated into the campaign to allow readers to view and interact with the vehicle, without having to physically go and view it.
Developed by creative communications agency, Global Mouse, the application combines the use of a Virtual Experience card reader, download application and webcam technology. When activated, it shows a digitally rendered 3D image of the Juke which appears on consumer’s PC screens, allowing them an augmented reality experience of the new vehicle.
To extort the Juke’s virtues to interested viewers, the activated application provides a virtual tour of the interior and exterior of the vehicle, by making it possible to open and close the doors, changes its colours and also gives consumers access to the campaign video.
Robert Notrica, Business Unit Manager at MediaVest says, “Alternative media was selected for the launch of the Nissan Juke as it best illustrates the progressive nature of the vehicle. The Juke is a unique offering, and we wanted the medium to communicate this, over and above the actual communication of the creative and copy.”
The campaign strategy developed by MediaVest Strategist Ricardo Lopes, spans multiple platforms under the theme of: Nissan Juke – Urbanproof Energised, including social media (viral seeding), online banners, television, print, cinema, and traditional placement.
Instructions and the Nissan Juke application can be downloaded from http://www.nissanjuke.co.za <http://www.nissanjuke.co.za/>
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