1. INFINITI QX HTML5 EXPERIENCE
THINKLA INTERACTIVE AWARDS
APRIL 25,2011

2. EXPERIENCEITFORYOURSELF
3. PROGRAM
B A C K G R O U N D
C H A L L E N G E S
C O N S T R A I N T S
The greatest challengewas creating an experience that had never been done. TBWA/Chiat had a vision of the execution,but there were creative challengesin implementing all the desired functionalities within the experience. The Visionaire Group was presented with the task of developing these functionalities within the iPad web browser, which few if any groups, had ever done. Making seamless transitions, image animations and 360 degree rotations were some obstacles. Nothing like it had existed quite yet.
What would seem to be a standard media buy soon turned intothe QX HTML5Micro-Site Experience . With the help of AdMob and the Visionaire Group, the QX Experience was showcased in the 2010 Google Creative Canvasas Make the showroom mobile. Imagine an iAd experience, before iAd, without being an iAd. This experience brought the QX to life for the on-the-go, high-net-worth audience.
With all great things come struggles. The QX Experience timeline was one of those struggles. With one month total to create the entire experience, only two weeks were allotted to creating the custom micro-site experience. Internal creative approvals, production timelines, and delivering of assets being pushedwere just some of the challenges faced. The hard work paid off as the Infiniti QX HTML5 Experience was the first of its kind.
1. Google Creative Canvas
4. OURGOAL . . .
Reach our target through a revolutionary mobile experience that would allow users to personally interactwith the Infiniti QX in the medium that they use and enjoy most throughout their daily lives .
5. MEDIA STRATEGY
Deliver a rich HTML5 mobile experience through the AdMob Network which provides reach to our key target audience.
6. TECHNOLOGY
The entire experience was innovative due to the fact that The Visionaire Group had to create animation and 360 degree sequences on a browser equivalent to browsers created in the last century.They then had to utilize tricks of the trade last used prior to 2000. So while it was extremely innovative for the iPadenvironment, its ironic they had to use techniques that were created when the web was originally discovering animation. Who said you cant teach an old dog new tricks?
T E C H N O L O G I E S U S E D. . .
HTML
HTML5 VIDEO
WEBKIT
JAVASCRIPT
CSS 2 & 3
7. RESULTS
As a new and innovative product, it was hard to predict what would happen. At the launch of the QX experience, industry interaction rates measuring the amount of people who were actually tapping to expand and interacting with the ad ranged from .9% to 1.5%. The QX Experience had an astounding 10% interaction rate with over 44K interactions in a10 week span. Today the average engagement with an iAd is at 1.9%. The app was more than a success. It was and is an industry anomaly.
2. Mobile marketing Watch-2010 3. Media Week-2011
8. THANK YOU
9. APPENDIX
10. As Seen in
11. As Seen in