Saving a car that people love to hate

Nissan’s striking Juke crossover was faced with an ultimatum: sell, or be discontinued. But often at the center of debates where it’s called the “Joke” or “Puke”, how do you market a car people love to hate?

Finding common ground in the region’s debate culture, we shifted the Juke from being the subject of debate, to the instigator – creating a debate platform where we could own the conversation.

The campaign halved negative social sentiment. We gained market share by 2.4% to 6%, and sales increased 367%, an all-time high.

Credits

Katib Belkhodja, Deputy General Manager – Marketing Department,
Saad Gharzeddine, Group Account Director,
Sandeep Fernandes, Creative Director,
Sumanth Wilkins, Creative Director,
Vishal Munyal, Copywriter,
Ali Marashi, Senior Planner,
Soulaf Tahtah, Account Director,
Elliott Bastien, Senior Planner
Natasha Monteiro, Senior Account Manager
Fadi Awada, Account Manager