Nissan is a well-known brand in Australia, but it doesn’t stand for much in the minds of our young target audience. Their audience is also rarely engaging with mainstream media channels, so using the usual paid media methods was not going to be enough to connect with them and get our product onto their radar.

To be part of the collaboration, all people needed to do was point their mobiles, shoot and tag their Instagram video clips with the #VJUKE.

Our artists then used these small videos, to create the big audio-visual production. Videos of the production process were released onto YouTube and Instagram during the campaign.

Contributors were then able to attend the exclusive launch of the audio-visual performance. To amplify the idea for everyone else, the event was streamed live via YouTube Google Hangout.

The live performance also included rolling credits of all the contributors – giving them their well-deserved 15 seconds of fame.

In a country of 23 million people, we achieved 25 million impressions across the social web, 2 million impressions across Instagram, 4.3 million impressions via YouTube (15.18% interaction rate – which is 80% above the industry average) and nearly 6000 seconds of unique mobile content. The idea also resulted in a completely packed out event.

Through this idea, #VJUKE made a bold first impression with a young Australian audience, built credible social proof and earned itself its own slice of culture.

The audio-visual track will also be released on iTunes in mid 2014.