2010 IAB Awards | Direct Response & Lead Generation Winner

Take the Wheel
Agency: WHYBIN/TBWA/TEQUILA
Client: Nissan Australia

Strategy
Faced with a challenging economic market which was experiencing a 22% downturn in car sales per year, Nissan had ambitious objectives for the launch of the 370Z. The creative approach used direct marketing to point customers towards a microsite where they could enjoy a bigger, more engaging interaction with the car. Using Augmented Reality technology, users could "take the wheel for real" and experience every angle of the car online.

Results
The response was huge, with strategically placed banners and new content loaded daily, the site experienced 7,497 views on the microsite in the first week alone. Overall, it achieved an exceptional 73.24% click through rate.

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