INKSPELL – Case Study of the Week(Best Engagement through Mobile Marketing)
Inkspell Media 25 Jan, 2018

INKSPELL – Case Study of the Week(Best Engagement through Mobile Marketing)

Best Engagement through Mobile Marketing

By Nissan Motor India Pvt. Ltd. For The Legend Has Arrived

The Campaign

The objective of the campaign was to unveil Nissan’s newest version of the GT-R car. GT-R has been around since the 70s, and showcasing this heritage to the users and have them appreciate the lineage of the brand was the biggest challenge.

The Idea

GT-R is a car that has broken rules over decades. Showcasing it as a badass car was the key challenge. The car is available in varied colors such as Katsura Orange, Vibrant Red, Gun Metallic, Black Metallic and Pearl White. Moreover, the car is ergonomically perfect and a delight to the senses. mCanvas put on its thinking cap and found a way to incorporate all of this into the campaign. A vertical video was created to show the beauty of the car. The powerful engine’s roar and the car’s swift movements were captured in the AV.

The AV was presented in mCanvas’ proprietary format called Scroller, whereby the ad is revealed to the user politely. As the user hovers over the ad and clicks on it, the creative expands and the user can engage with the ad by using phone sensors and features. The user could just tap on the creative and see the beauty of the car via a vertical video. The ad was available only on premium partner sites.

The Result

The campaign reached 779000 people over the premium content sites where the ad was served. Out of these the engagement rate was 3% and the ad was viewed for an average of 11 seconds per user.

Click here to view the case study video.

If you, too, have executed exemplary campaigns in the last one year, go ahead and submit your nominations for the ICL Awards 2018 – India’s most sought-after Content programme of the Year.

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