It used to be that people would go to the dealership to research cars. Because most research is done online nowadays (especially on YouTube), we needed to bring the dealership to them. Also, with the exponential rise in smartphone use more people than ever were researching on the go, impulsively, wherever they may be. Having already had success with our desktop Channel, knowing that Google was offering a custom mobile gadget, we felt that making one of the first mobile Brand Channel gadgets was the best way to connect even further with people shopping for a vehicle.
The Building Blocks
We were invited by Google to participate in the early release of their new YouTube gadget for mobile devices (including iOS and Android). Right from the start this set our core working platform – YouTube. However, we did not allow our creative thinking to be constrained by the platform.
We work extremely well and are highly successful in the Open Web Stack and we followed this philosophy as we developed Nissan Mobile Showroom. We pushed JavaScript and hardware accelerated 3D CSS as far as it could go and still work on iPhones, iPads and Android devices.
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Geo APIsGoogle Maps
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SearchGoogle Search
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SocialGoogle+ for Business
Facebook
Twitter
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VideoYouTube
Brand Channel
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Web/AppsHTML5
Google Analytics
Google Docs
CSS3
Javascript
Adobe Photoshop
VisualStudio 2010
Subversion
Bugzilla
isLint
YUI Compressor
Assembla
Balsamiq
The Votes
The Details
- Agency
- Brand
- Nissan Canada
- Targeted Regions
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- North America
- Marketing Objective
- Launch Date
- Oct. 25, 2012
The Team
- TBWA\Toronto www.tbwa-toronto.com/
- Allen Oke, Executive Creative Director
- Francesco Grandi, Writer
- Jason Lee, Art Director
- Troy Forster, Technology Director
- Jennifer Simpson, Digital Director
- Tasha Dean, Senior Digital Strategist
- Jake Edur, Developer
- Thomas Schemmer, Developer
- Brian Goo, Developer
- Michael Debeer, Developer
- Ella Gruber, Project Manager
- Jean Pierre DeLeon, Studio Graphics
- William Wong, Developer
- Ryan Churcher, Studio Graphics
- Mike Headford, Editor
- David Quach, Editor
The Stats
- 7 Swear jars filled
- 212 Take out-induced antacids consumed
- 585 Fingerprints on developer's monitor
The Results
We've had an extremely positive response. Because of the simple and easy-to-use design people are spending a great deal of time browsing the content and investigating the vehicles of their choice. Conversions, translated as people looking for a dealership after researching, are double what they were for desktop, and an industry-high 10% of all traffic. This has come solely from being easily discovered through search on Google and YouTube itself. We proved that being where people are, giving them tools they want when they want is best way for shoppers to connect with Nissan online.
