When you think luxury automobiles the Infiniti will certainly come to mind, and when they looked a new way to engage with tablet users the Infiniti team turned to Olive Media to help them think out of the box. The online advertising company helped to launch a rich media tablet ad for the all-new Infiniti JX earlier this week. The ad unit allows users to get inside the car using their tablet to explore the spacious design and unique features of the luxury vehicle. iPad® 2 users will be able to experience the car in all three rows of seating by moving and tilting their device, while other tablet users will be able to do so at the touch of their finger.
“In recent months, the significant growth of tablet devices has given our mobile network great traffic featuring large, portable, touch-focused canvases,” explains Deborah Hall, Head of Mobile at Olive Media. “OMD, TBWA and Infiniti believe, like we do, in the opportunities that tablet devices present and in pushing the envelope to create cutting edge creative experiences. We teamed up with littleroom.ca to push ourselves to produce an ad unit that is a global first of its kind with extraordinary interactivity that promises to deliver exceptionally high user engagement. ”
The iPad 2 ad unit uses the gyroscope technology of the device to create the look and feel of being inside the Infiniti JX with the convenience of a simple tilt of the device. The ad unit also includes hotspots pointing out some of the car’s key features and a 360 degree exterior view of the car.
“Infiniti Canada asked us to place consumers in their car to explore the car’s features for themselves. Olive Mobile’s solution accomplishes that goal, using the convenience of a tablet device. Olive Mobile really rose to the challenge with this campaign – we’ve brought the Infiniti JX showroom to our customers’ living rooms. And, the tablet audience is the ideal target demographic – they are innovative, affluent and discerning,” says Tom Fotheringham, Group Digital Director, OMD Canada. “We are absolutely thrilled with how the concept and the media came together and are confident that Infiniti Canada will be delighted with the results.”
The Infiniti JX tablet ad will be running on The Star’s tablet platform now until May 16th 2012. Advertisers who are interested in building their own rich media mobile campaign can contact Deborah Hall, Head of Mobile, Olive Media.