CLICK TO LEARN MORE...

CLICK TO LEARN MORE...

Nissan Juke Launch Project

The context

Nissan's long-awaited baby crossover, the Juke, demanded a smooth and stylish promotional rollout to dealerships across the UK.
 
The motor giant wanted to produce and deploy an interactive selling tool that would attract and engage customers, allowing them to explore the Juke without the intervention or pressure of sales personnel.
 

The project

Nissan opted for an innovative multimedia display desk which they commissioned Principle Link to manufacture, supply and install in all 185 of its dealership showrooms. The Juke desk featured an integral LCD touch screen on which potential customers could select colours, trim levels and accessories to configure their own virtual Juke. On top of the desk a high quality model of the new car sat inside an acrylic case, providing a striking display and reference point for customers using the screen. Brochure holders were also housed in the desk.
 
This large-scale and time-critical project presented significant logistical challenges, but one of Principle's highly experienced project managers prepared for a smooth and timely rollout. To accommodate for limited space at Nissan's appointed production facility, the desks were called off in batches and transported to six regional depots. Additional stock (such as brochures and posters) was delivered under a tight schedule in order to cope with both restricted storage space and the need for constant stock levels. The regional crews were each equipped with a 7.5 tonne truck so they could load, install and re-stock locally.
 
The installation programme had to be carried out between 9am and 5pm from Monday to Friday, so that logistics had to be precisely planned and accurately fulfilled, minimising travel and downtime.
 

The show's on the road

Despite external supplier delays, Principle ensured that these stunning, interactive Juke displays were installed on time, on-budget and in pristine condition in every Nissan site. In fact, the programme was delivered in nine rather than the ten allocated. The product launch and wide media coverage featured both the desk and the new car itself and promises to help convert a fresh breed of drivers to the Nissan brand.
 
Nissan has now tasked Principle with a second phase of desk installations. In addition, the client has entrusted Principle with greater control over the supply chain in order to prevent any supplier delays and inefficiencies.