The Nissan Rogue Launch campaign, created by advertising agency TEQUILALos Angeles and powered by rich media provider EyeWonder, Inc., won gala, held September 23 at New York’s Crowne Plaza Hotel.
“We congratulate TEQUILA on their innovative use of a concept that leverages the best of interactive digital advertising,” said Mike Rosner, EyeWonder’s Vice President of Global Sales. “Their creative talents, combined with our interactive technology and service, produced a top award-winning campaign for Nissan. Their win reaffirms our mission of helping our agency partners deliver the best interactive digital advertising to their clients. We were pleased to be TEQUILA’s rich media partner.”
Targeting male GenXers, the campaign featured online ads incorporating interactive games to showcase Rogue’s quick handling and aggressive styling. For their version of the Marble Maze game, Nissan was the first U.S.-based automotive advertiser to integrate Papervision 3-D technology into their Flash 9 designs using EyeWonder’s flexible AdWonder component. The game engaged users to “drive” the Rogue through city streets and collect bonus points.
Nissan’s Rogue campaign saw great results, which EyeWonder tracked and reported. Ads that integrated games had over four million unique interactions with a total interaction rate of 34.75 percent, four times above EyeWonder’s automotive vertical benchmark. As TEQUILA reported, users directed to Nissan’s Website, NissanUSA.com, played the games more than 335,000 times within the first three months of Rogue’s launch.
TEQUILA also devised interactive video ads that utilized EyeWonder’s geo- targeting capabilities. Because the Rogue launched between November and February, Nissan positioned ads to showcase the vehicle navigating snow- covered streets in northern markets only. Employing EyeWonder’s geo-targeting ensured different ads were served depending on users’ geographical locations.
“We’re honored to receive a MIXX award for our Nissan Rogue Launch campaign,” said Doug Speidel, Executive Creative Director for TEQUILALos Angeles. “This distinction recognizes the hard work and creative efforts put forth by our team as well as EyeWonder’s superior rich media capabilities, technology and service.”
In addition to Best in Show, the campaign won three gold awards for Best Digital Integration, Best Digital Video and Best VOD and Interactive Television.
Co-produced by the Interactive Advertising Bureau (IAB) and AdweekMedia, the MIXX Awards is an interactive awards competition recognizing marketing and advertising campaigns that stand out as the best in strategic and creative development, effectiveness and media placement and integration. Judges represent all areas of the interactive advertising space, including brand marketers, media companies and advertising agencies.
Part of TBWA Worldwide, TEQUILA is a direct marketing and integrated services company comprising 48 offices in 34 countries. Their global client network includes adidas, Canon, Beiersdorf, Samsonite, Masterfoods, Nissan and Sony PlayStation.