Nissan and TBWA are launching ‘Built To Thrill’ campaign for Nissan JUKE to bring to masses the brand’s new strategy that sounds like: ‘Nissan. Innovation That Excites’.

The centerpiece of the campaign is the Nissan JUKE, an innovative small crossover designed for adventure sports fans. The video spot shows in an entertaining way how the Nissan JUKE is being made on the go by Nissan’s team. The soundtrack of the spot is composed by ‘The Horrors’.

Another part of the campaign is a behind the scenes content film which can be accessed via QR codes on the outdoor and print executions. The film demonstrates original design elements such as a dune buggy combined with a motorbike to build a 3D image of a JUKE; as well as extreme sport equipment such as a canoe and snowboard.

The car will be promoted in Europe starting mid March across TV, social media, outdoor and press.

Bruno Mattucci, Nissan Europe Marketing Communications General Manager; commented: “As part of Nissan Europe’s Power 88 Mid Term Plan, JUKE will play a key role in driving our market share growth objective—the Nissan JUKE has already delivered 170,000 retail sales in Europe since late 2010. This campaign therefore aims at strengthening our brand opinion whilst positioning Juke as a unique premium crossover in the B segment.”

The new Nissan’s strategy focuses on human emotion, rather than on technical details of the car. ‘Nissan. Innovation That Excites’ targets active people that love extreme sports as well as appreciate premium design and performance of their vehicles.

Currently, Nissan North America runs its ‘Project 370Z’ for fans to create a new Nissan 370Z.