Cannes Lions

INNOVATION THAT EXCITES

OMD CANADA, Toronto / NISSAN / 2013

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Overview

Entries

Credits

Overview

Execution

We created a show-stopper – A Canadian first 3D holographic water show projection featuring the Nissan Altima. In a ground breaking move, we sponsored four Canada Day holiday firework festivals whereby Nissan became the grand finale event. The 90 second “film-like projection” both surprised and delighted spectators, generating repeated encores in every market.

In another “Canadian first”, we drove industry-wide innovation with our largest newspaper publishers by introducing Layar, a global leader in Augmented Reality (AR) technology, to North America.

Innovation on the page…

Nissan created impact with newspaper dominations that were Layar enabled –big cover wraps, dominant ads, and a first-ever afternoon paper of Canada’s national newspaper published exclusively for Nissan.

Innovation off the page…

Readers engaged by using their smartphones to view the Layar enabled “hotspots” on the Nissan ads. With a swipe of each hotspot, they were led to the Altima Virtual Showroom where they could view videos on features, vehicle configurators and/or book test drives.

Outcome

The 3D water show did excite…within two weeks:

• The 3D Nissan Altima Water Show generated over five million PR impressions

• Drove over five million targeted social and digital impressions

• Increased Facebook likes by 10% with 30% sharing with friends in the first week and

• Kick-started an exceptional year in sales- 234% YOY increase in the first 60 days and 184% YOY

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2020, VOLKSWAGEN

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