HIPSTERS, MEET THE CITY.
Nissan Juke multi-cultural launch campaign.
Nissan wanted to raise awareness for the Juke, a.k.a. “the car with no specific market segment”. We decided to launch the Juke for a “young urban” market. In order to accomplish this, we developed a simple idea: we created the Scavenger app and started a scavenger hunt in four major cities: Los Angeles, San Francisco, New York City and Chicago. The hunt lasted two weeks and the winner of the hunt would win a Juke.