Nissanâ€™s striking Juke crossover was faced with an ultimatum: sell, or be discontinued. But often at the center of debates where itâ€™s called the â€œJokeâ€ or â€œPukeâ€, how do you market a car people love to hate?
Finding common ground in the regionâ€™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.