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.