Winner: Nissan Juke microsite
Produced by: Digitas
Highly commended: Citroen.co.uk
Highly commended: Carsite’s RAC videos
The Web Innovation Eward is handed to a web-based product or service for the motor trade that has done something truly innovative this year. We stipulated that it needed to be as revolutionary as possible – and our winner has hit the nail on the head!
The Nissan Juke is a funky little crossover aimed at young, trendy buyers – and the manufacturer has really thought about how to market this car. The car’s brilliant microsite picks up our Web Innovation Eward for its combination of style and interactivity that makes the Juke even more desirable.
Captivating music, impressive graphics and a level of involvement that hooks you into the site in a magical way makes users want to stay on the site for far longer than other similar offerings.
It’s the clever Facebook integration that really makes it addictive – when users click on the site they can connect with the social media website. Once logged in, the microsite then adds pictures from the user’s profile and highlights names from their friends list in the neon signs in the background.
Judges loved the unique approach and praised its addictive nature. It was described as the ‘perfect approach’ for the car and its target market.
Andy Jackson, online marketing manager at Nissan Motor (GB), said: ‘When thinking about the launch of Juke on Nissan.co.uk the brief was very much to challenge Digitas to demonstrate the car’s infectious energy and unique selling points while creating a distinct personality for the car.
‘Incorporating the Facebook connect functionality into the module, allows the user to be the virtual driver and infect the city with its own energy, through his/her own profile details.
‘To be awarded this Car Dealer Eward is a fantastic endorsement for Nissan, and excellent recognition of how we are continuing to challenge the conventional parameters of how customers experience and interact with a product.’
The emphasis of this category was revolution versus evolution and this is one of those websites that you can end up spending ages on.
The key factor here was how Nissan cleverly integrated social media into the virtual experience personalising the online test drive with users’ Facebook data.
The whole experience supports their innovative positioning, creating appeal and entertainment with their target audience.