LAYAR CASE STUDY: NISSANTEST DRIVES INCREASED BY 65%

– FALL 2012 –

THE CLIENT: NISSANNissan, founded in 1933 and headquartered in Japan, is one of the world’s largest international automakers. The company has a long tradition of innovation within its marketing and advertising departments, and its interactive print campaign with Layar was no exception.

SITUATIONTo promote the new innovative technologies found in the 2013 Nissan Altima in the Canadian market, the automaker turned to Postmedia, Canada’s largest newspaper publisher, to help create an ad campaign as innovative as the car. For Postmedia Project Manager Maggie Greyson, Layar was the perfect match to provide an innovative experience: “Layar was far above and beyond what the competition was offering. It turned out to be the big, shiny, innovative tool that Nissan was attracted to.”

MORE EXAMPLES OF CANADIAN NEWSPAPERS.

EXAMPLES OF CANADIAN PAPERS WITH NISSAN ADS.

EXECUTIVE SUMMARY

• International automaker Nissan launched a massive interactive print campaign across 12 Canadian newspapers.

• Scanning a front page cover wrap ad allowed readers to view exclusive videos highlighting the innovative features of the 2013 Altima.

• The award-winning campaign drove 6,500 page views with 42% click-through rate, including a 65% rise in test drive requests in one day.

LAYAR CASE STUDY: NISSAN 1

NISSAN

SOLUTIONTogether with Layar, Postmedia, creative agency TBWA, and buying agency OMD, Nissan launched a huge interactive print advertising campaign across a dozen 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 2013 Altima.

RESULTS: TEST DRIVES +65%The campaign was a huge success for Nissan, as usage and conversions from the interactive print ads far surpassed their expectations.

Over 8 million readers were exposed to the campaign in one day, which lead to more than 6,500 page views at an impressive 42% click-through rate. But perhaps the most astonishing result from this campaign was that of requests for test drives, which increased by 65% as a direct result of the interactive print advertisements.

Based on the results, the campaign was entered in the Canadian Media Innovation Awards, and came away a big winner and crowd favorite. Along with 3 other victories, Nissan’s campaign was awarded the top prize of Best in Show.

READERS COULD SHARE THEIR EXPERIENCE ON SOCIAL MEDIA.

EXAMPLES OF AUGMENTS SHOWN WHEN SCANNED.

“To have readers look at the ad, then just engage with it - even for 30 more seconds, even for 20 more seconds - that’s golden. You can’t buy that. Well,

you can buy it now.” – Neal Bouwmeester, Senior Marketing Manager, Nissan

LAYAR CASE STUDY: NISSAN 2

SCANNING THE PAGES GAVE READERS EXCLUSIVE ACCESS TO INFO, VIDEOS AND MORE.

LAYAR CASE STUDY: NISSAN 3

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Maarten Lens-FitzGeraldU.S. General Manager

& Co-Founder

+1 347 414 4000maarten@layar.com

Kate RussellBusiness Development &

Partnerships Manager

+31 6 5244 3703kate@layar.com