Nissan Promo, Case study QUEST IAD by TBWA\Chiat\Day Los Angeles

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QUEST IAD

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency TBWA\Chiat\Day Los Angeles
Associate Creative Director Garman Yip, John Figone
Executive Creative Director Patrick Oneill
Creative Director Tito Melega
Art Director Kat Ford, Dalit Saad
Copywriter Joe Hagel, Forrest Boleyn
Account Supervisor Beth Demarco, Jeanann Grubbs
Released February 2011

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: NISSAN
Product/Service: NISSAN QUEST
Agency: TBWA\CHIAT\DAY LA
Date of First Appearance: Mar 1 2011
Entrant Company: TBWA\CHIAT\DAY LA, Los Angeles, USA
Chief Creative Officer: Rob Schwartz (TBWA/ Chiat/ Day)
Executive Creative Director: Patrick O'Neill (TBWA/ Chiat/ Day)
Group Creative Director: Chris Adams/ Margaret Keene (TBWA/ Chiat/ Day)
Creative Director: Tito Melega (TBWA/ Chiat/ Day)
Associate Creative Director: Garman Yip/ John Figone (TBWA/ Chiat/ Day)
Interaction Design: Jacqui De Borja (TBWA/ Chiat/ Day)
Copywriter: Joe Hagel/ Forrest Boleyn (TBWA/ Chiat/ Day)
Art Director: Kat Ford/ Dalit Saad (TBWA/ Chiat/ Day)
Producers: Keith Bellinger/ Katie Case/ Angelo Mazzamuto/ Katie Johnson (TBWA/ Chiat/ Day)
Project Manager: Janet Perez (TBWA/ Chiat/ Day)
Director/ Creative Technology: Ricardo Diaz (TBWA/ Chiat/ Day)
Technical Lead: Jason Woan (TBWA/ Chiat/ Day)
Motion Design: Kevin Reid/ Jeff Dickson (TBWA/ Chiat/ Day)
Interactive Video Director: Stevo Chang (TBWA/ Chiat/ Day)
Junior Planner: Sean Quinn (TBWA/ Chiat/ Day)
Product Strategy Director: Joel Weeks (TBWA/ Chiat/ Day)
Executive Director of Integrated Production/ Producer: Richard O’Neill (TBWA/ Chiat/ Day)
Managing Director: Jon Castle (TBWA/ Chiat/ Day)
Account Director: Craig Werwa (TBWA/ Chiat/ Day)
Account Supervisor: Beth DeMarco/ Jeanann Grubbs (TBWA/ Chiat/ Day)
Media placement: iAd - iPad - 3/1/2011

Insights, Strategy & the Idea
The NISSAN QUEST iAd was the first automotive industry iAd designed specifically for the iPad. This new platform allowed for users to experience demonstrations of the QUEST’s innovative features in a fun and immersive way, feeling more like mini games than product demonstrations.

From the initial banner to the intro film and main navigation, the demo video represents a seamless narrative that uses a pile of chores as the main icon to show how the QUEST’s innovative features help make the toughest job on the planet, being a parent, a little easier.

Creative Execution
The all-new NISSAN QUEST is a minivan that’s designed to make the toughest job on the planet, being a parent, a little easier. These innovations deserved an innovative marketing approach. The iAd platform on the iPad was the perfect medium to showcase these innovations in a way that targets busy parents specifically, so as to not interrupt their already packed schedule. It shows that advertising can be informative while being fun and targeted.

Users could play games, centred on innovative car features, to help a mom through a massive pile of all the things she has to do in a day. After each feature, they were transported back to the pile of chores and could see their progress as the pile started to diminish.

They could also create art based on their journey, as well as see all of the car’s colour options.

Results and Effectiveness
In only 5 days we achieved over 1.4 million impressions, with a user average of 57 seconds spent with the ad. We had a 1.31% tap-through rate, an increase of 126% over previous NISSAN iAds.