Best Automobile Online Ad

The Nissan Rogue is down for everything: Dependable, weather-rugged, spacious, and ready for adventure. What better way to show this than to give users the ability to experience its winter-readiness from the comfort of their living rooms? Over the years, Nissan has collaborated with Infillion on never-before-seen ad tech. This time, their collaboration came from an unlikely source: an initiative Infillion was developing for lottery clients to create “scratch off” ads. Nissan used this technology to build a winter-themed unit from a first-person perspective. The ad opens with the user in the driver’s seat of a Nissan Rogue with a windshield covered in ice and fog. After snapping a QR code to link their phone, users wipe the ice off the windshield on their TV’s screen by swiping on their phones and revealing the frosty landscape before them. Users then “get out” of the car to investigate exterior hotspots and learn what makes the Rogue the perfect winter vehicle. This ad was the kind of digital magic that stops users in their tracks and gets them to pay attention. Sure enough, it worked, with interaction rates far outpacing benchmarks. Scan rates (.06% vs. a 0.01% benchmark), Time Spent (57s vs. 50s) and Average Interactions (12x vs. 3.2x) But this story isn’t just about what users did in the unit – it’s also in how they felt about it afterwards. This unit drove +10% in Awareness, +18% in Familiarity, +20% in Consideration, +40% in Preference, and +45% in Purchase Intent.

Contributors:

INFILLION

Location: United States