Over the summer we told you about how automaker Nissan was taking over newspapers in Canada with a massive interactive print campaign. Now, a few months later, we are proud to share that with the help of Layar’s technology, Nissan’s campaign has been awarded Canada’s top advertising award - Best of Show at the Media Innovation Awards.
Check out this video the company used to promote its campaign “Nissan Altima - Innovation that Excites.” Readers of Canada’s top newspapers could scan pull page cover wrap ads to view videos about the car and instantly schedule test drives.
The interactive print campaign, built in a partnership with OMD, PostMedia and TBWA, was a huge success for Nissan. Over 8 million readers viewed the campaign in one day, which lead to more than 6,500 page views at a 42% click-through rate. The most impressive stat? Test drives for the Nissan Altima increased by 65% as a result of the Interactive Print campaign.
“More and more we see brands and publishers using this technology to infuse their print products with the power of the Internet,” said Layar CEO Quintin Schevernels, who says Nissan’s campaign is a testament to the effectiveness of interactive print. “By engaging readers through their smartphones, Nissan’s print advertisements produced substantial results for their business.”
Layar’s interactive print technology helped Nissan came away the big winners last week at the Canadian Media Innovation Awards in Toronto, winning not only Best in Show, but three other awards as well.
Nissan says it plans to keep using Layar in the future, including on another big project coming soon, so stay tuned!