Nissan's tech-heavy launch

With Nissan Canada launching three new vehicle models before the end of the year, OMD was asked to execute a trilogy of integrated launch campaigns, the first of which being the 2013 Altima Sedan.

For the new Altima, the agency used a new app-driven platform for augmented reality called "Layar" for the first time in a Canadian newspaper. Working with the publishers of the National Post and the Toronto Star, OMD brought static ads to life with enhanced Nissan videos, links to and social media pages. When readers scanned the creative with the Layar app, they were automatically shown a branded video and a link to find out more. A contest encouraged app downloads and allowed the consumer to play with the medium and view Nissan weekly retail ads.

The Postmedia Layar execution was an enhanced mock-cover wrap, which ran in 10 markets, and included "ticker masthead" ads on every page of the newspaper. The Toronto Star followed with a die-cut wrap cover and a Layar-enhanced one-third page centre spread ad in every section of the paper, along with a digital domination, driving to the Altima virtual showroom site.

Then to make an even bigger splash, OMD worked with NewAd to launch the 2013 Altima at Canada Day 2012 fireworks festivals with a 90-second trailer-style 3D water holographic show in Halifax, Ottawa, Toronto and Vancouver. A social media campaign also increased video uploads and drove to Nissan Canada's Facebook page. The concept earned Nissan requests from its global counterparts to run it in the U.S., China and Japan.