Nissan wanted to promote its new vehicle, the Nissan Evalia, through an interactive digital campaign. The campaign allowed users to access a 360 degree view of the car, ringtones, website access, pricing information and test drive booking by scanning a logo on print ads using their mobile phones. Over 14 lakh engagement seconds were recorded and 42% of consumers viewed the car through the 360 degree experience. The campaign successfully delivered experiential marketing benefits through traditional media and achieved both brand building and response generation.

1. Case Study _Nissan Evalia
BUSINESS CASE
Nissan wanted to integrate digital media benefits on traditional medium and thus create
consistent engagements during the launch of their new product, Nissan Evalia. The goal
was to convert consumers’ impulse into an exciting experience. The brand wanted to adapt
the engagements to specific campaigns based on the communication objectives.
SOLUTION
As a part of single engagement, various widgets were
delivered to users that included a 360 degree overlay of
the car, peppy Nissan ringtone, direct access to the
website, price range of all Nissan variants and also direct
access to book for a test drive.
On capturing the brand logo on the newspapers through
mobile phones, users’ received a 360 degree overlay of
the car on camera view that could be moved and turned
to experience the car on the mobile.
Logo recognition solution enabled a 360 degree connect to
consumers across media such as print ads, posters etc.
Features like test drive booking and social media connects
ensured interactivity through a static logo.
Various widgets in a single engagement not only let the
users make the choice of content to interact with but also
offered an extended view of the product.
RESULTS
 The *engagement quotient was recorded to be over 14 lakh seconds
 42% of the consumers experienced the car through the 360 degree view
 12% of the consumers were iphone users hitting the right target segment
(Engagement Quotient: Total number of Widget Views*Average Amount of Time Spent in Seconds)
HIGHLIGHTS
 The campaign delivered benefits of experiential marketing on the traditional media
reach
 Both Brand building and Response generation was achieved at the same time
delivering superior ROI
http://telibrahma.com Follow us on http://www.facebook.com/pointartapp