Best Automobile Rich Media Online Ad, Best Mobile Rich Media Online Ad

Automaker Nissan’s motto is “innovation that excites,” and that applies to advertising, too. Nissan knows no demographic is monolithic — especially the Hispanic market. 62% of U.S. Hispanics are bilingual. And PWC has found Hispanic consumers want to choose whether they’re marketed to in Spanish or English. So that’s what Nissan did to raise awareness among Hispanic consumers for its 2019 auto lineup — working with engagement advertising company true[X], it built an interactive video campaign that allowed viewers to choose the language they preferred the ad to be in. And in an industry-first innovation, viewers could seamlessly switch between English and Spanish mid-experience. The campaign, which ran alongside premium desktop, mobile, and connected TV video, targeted U.S. Hispanic adults in ZIP codes with high percentages of Spanish speakers. This was a strategic choice of media for Nissan: eMarketer estimates 80% of U.S. Hispanics subscribe to streaming video. This innovative campaign also generated valuable insights. Among users who opted to make a selection at the start, four out of five chose English. Out of those who toggled mid-ad, 60% of toggles were from Spanish to English. And the ad was a hit. Users made an average of 5.2 interactions, and it resulted in a considerable lift in brand awareness, including a stellar 26% on connected TV. Following this success, Nissan is exploring possibilities for future interactive advertising to Hispanics like retargeting based on language preference and a geolocation-powered dealership locator. Now that’s innovation that excites.

Contributors:

TRUE[X]

Location: United States