The objective was to introduce the brand new Juke to Asian millennials. An innovative groundbreaker with its own new category, the Juke is the world’s first turbo-charged mini sport crossover, only slightly longer than a Mini Cooper, but with the high sightline of a SUV.
Just starting out in their careers, Asian millennials want to take on urban life with authenticity, on their own cultural terms. As millennials identify with cross-culturalism, the campaign was branded with pan-cultural icons like manga, jazz, graffiti... Copy reflected the breakthrough nature of both the Juke and its driver. Millennials could now “Juke the City”.
Just starting out in their careers, Asian millennials want to take on urban life with authenticity, on their own cultural terms. As millennials identify with cross-culturalism, the campaign was branded with pan-cultural icons like manga, jazz, graffiti... Copy reflected the breakthrough nature of both the Juke and its driver. Millennials could now “Juke the City”.
I worked with the Hispanic and African American team to come up with a universal creative strategy and execution direction targeting this segment.
Juke the City Print
In keeping with corporate guidelines, the car is shown in front view against black. Per insight into the millennial psyche, cross-culturalism is key. Multicultural millennial icons drawing from more than just 'Asian' culture ex. manga, graffiti, jazz... and the headline links back to the concept of taking on the city on your own personal terms.
In keeping with corporate guidelines, the car is shown in front view against black. Per insight into the millennial psyche, cross-culturalism is key. Multicultural millennial icons drawing from more than just 'Asian' culture ex. manga, graffiti, jazz... and the headline links back to the concept of taking on the city on your own personal terms.
Driving Modes Banner
To showcase the Juke's 3 driving modes, users could mouse over to experience the adrenaline rush from ECO mode to Sport Boost mode. Icons introduced from the print ad made it fun and appealing to the Pan-Asian target audience.
Juke the Digital World
In line with the innovative character of the Juke, we suggested takeovers of Pan-Asian sites, a first for Asian marketing. Homepage takeovers, pre- & post-rolls on Youtube celebrities' channels...all highlighted how you could "Juke" the (cyber) world on your own terms.
In line with the innovative character of the Juke, we suggested takeovers of Pan-Asian sites, a first for Asian marketing. Homepage takeovers, pre- & post-rolls on Youtube celebrities' channels...all highlighted how you could "Juke" the (cyber) world on your own terms.
Breakthrough Roadblock
Headline: When Myth Becomes Urban Legend.
Headline: When Myth Becomes Urban Legend.
As an idea for an anime site roadblock, we see the Juke completely rewriting a typical anime story into a brand new Juke'd up version.
