The interactive ad allows iPad 2 users to take a 360-degree panoramic look around the all-new Infiniti JX’s interior by moving and tilting their device, while other tablet users will be able to do so at the touch of their finger.
The rich-media mobile campaign was designed to give consumer a peek at the car’s spacious interior design and innovative features, but also to offer a more engaging and compelling experience than a run-of-the-mill static tablet ad that they’d normally breeze past with the swipe of a finger.
Unlike other immersive experiences that harness the iPad’s gyroscope technology, the Infiniti ad can be viewed without downloading an app, making it a world first. Users can look up, down and in all directions and from all three rows of seating as they were physically inside the vehicle. The ad also includes hotspots pointing out some of the car’s key features and a 360-degree exterior view of the car.
“OMD, TBWA\ and Infiniti believe, like we do, in the opportunities that tablet devices present and in pushing the envelope to create cutting edge creative experiences,” said Deborah Hall, Head of Mobile at Olive Media. “We teamed up with littleroom.ca to push ourselves to produce an ad unit that is a global first of its kind with extraordinary interactivity that promises to deliver exceptionally high user engagement.”
“Infiniti Canada asked us to place consumers in their car to explore the car’s features for themselves. Olive Media’s solution accomplishes that goal, using the convenience of a tablet device,” added Tom Fotheringham, Group Digital Director, OMD Canada. “We’ve brought the Infiniti JX showroom to our customers’ living rooms. And, the tablet audience is the ideal target demographic – they are innovative, affluent and discerning.
“We are absolutely thrilled with how the concept and the media came together and are confident that Infiniti Canada will be delighted with the results.”
Advertising Agency: TBWA Toronto
Digital Media & Advertising: Olive Media
Head of Mobile: Deb Hall
Project Manager: Marla Natoli
Strategic Account Executive Kevin Waud
Digital Tech Agency: Little Room
Managing Director: Joey Cathuray
Developers: Jonathan Hernandez, Kofi Jyekye
Head of Strategy: Alan Serpa
Tech Lead: Clinton Robinson
Media Company: OMD
Senior Digital Strategist: Katie Manor
Group Director of Strategy/Digital: Tom Fotheringham