Augmented reality in newspaper is a success for Nissan

Sendt av: Tasneem Mahbub 20/04/2017

nissan
Brand navn: Nissan        

Bakgrunn

Automotive giant Nissan wanted to launch its all-new Nissan Altima in an innovative way. The objective was to break-through and stand out from all other car advertising which in turn will get consumers to act and schedule a test drive. 

Artikkelen/Eksempelet

Nissan identified that many consumers look to newspapers for the latest automobile news and launches. Both editorial and the advertising in combination provides valuable information about the latest car models.  

Together with Layar, Postmedia, creative agency TBWA, and buying agency OMD, Nissan launched a huge interactive print advertising campaign across 12 Canadian newspapers as part of a larger campaign showcasing its innovation. Several sizes and styles of ads were created, but the centerpiece was a full spread ad which was wrapped over the front pages of each newspaper. The ad invited readers to download Layar and scan the car to view exclusive videos about the innovative features found in the car. Readers could share their experience across social media to help spread the word to their friends and followers, as well as immediately and directly request a test drive of the Altima.

Resultater

The augmented reality newspaper advertising was tremendous success for Nissan: 

  • Over 8 million readers viewed the campaign in one day  
  • 6,500 page views 
  • 42% click-through rate 
  • Test drives for the Nissan Altima increased by 65%
  • The campaign became a winner in the Canadian Media Innovation Awards


Case Submitted By: Newspapers Canada