Layar’s Interactive Print helps Nissan win Best of Show at Media Innovation Awards
TORONTO, ON – November 20th, 2012 – A highly successful marketing campaign from automaker Nissan incorporating Interactive Print technology from Layar, the world’s leading mobile augmented reality provider, has been awarded Best of Show at the 2012 Canadian Media Innovation Awards. The success of the award-winning campaign, which increased Nissan test drives by 65%, marks a significant milestone in the arrival of Interactive Print as a viable platform for the merging of print and digital content.
Nissan’s campaign – a collaboration between Layar, Nissan, publisher PostMedia and agencies TBWA and OMD – featured 12 full-page Interactive Print advertisements for the 2013 Nissan Altima on the front pages of Canada’s largest and most-read newspapers. The ads, when scanned with the Layar App, showcased the vehicle’s features with embedded videos and allowed readers to instantly schedule a free test drive.
Over 8 million readers viewed the campaign in one day, which lead to more than 6,500 page views at a 42% click-through rate. Test drives for the Nissan Altima increased by 65% as a result of the Interactive Print campaign.
“The success of Nissan’s campaign with Layar is a testament to the effectiveness of Interactive Print,” said Layar CEO Quintin Schevernels. “More and more we see brands and publishers using this technology to infuse their print products with the power of the Internet. By engaging readers through their smartphones, Nissan’s print advertisements produced substantial results for their business.”
“At a bare minimum, to have them be able to look at the ad, then just engage with it - even for 30 more seconds, even for 20 more seconds - that’s golden. You can’t buy that.” said Nissan Senior Marketing Manager Neal Bouwmeester at Layar’s Activate Print Toronto event last month. “Well, you can buy it now.”
Layar connects our digital lives with the physical world. The Layar app, available for iPhone and Android, has been downloaded more than 26 million times, making Layar the world market leader in mobile augmented reality (AR) and interactive print. The Layar Creator, a self-service drag-and-drop AR campaign builder, is the easiest and most versatile tool for publishers using interactive print to enhance their publications with digital content, including videos, Facebook "Like" buttons and direct purchase links. Layar was founded in June 2009, and is based in Amsterdam, The Netherlands. The company’s shareholders include Intel Capital, Sunstone Capital and Prime Ventures.