Case Study: Nissan and Teads “Get Your Own Electrified Superpower” Omnichannel Campaign

Nissan, a leader in automotive innovation, partnered with Teads to launch the “Get Your Own Electrified Superpower” omnichannel campaign. The initiative aimed to build awareness and excitement for Nissan’s e-POWER technology, featured in their X-Trail and Qashqai models, while engaging British moviegoers across screens.

Campaign Overview

The campaign employed a cross-screen strategy combining Connected TV (CTV), Over-the-Top (OTT), and a first-of-its-kind Mixed Reality (XR) integration. The campaign was highlighted by its innovative use of omnichannel QR codes in TV advertising, creating a seamless bridge between traditional and digital media.

Niels Van Der Burg, Director of Marketing Operations Europe at Nissan, shared:
“We were thrilled to partner with Teads Studio to craft a cross-screen experience that effectively reached households on the big screen through OTT and integrated a unique XR experience. This innovative approach allowed us to showcase the e-POWER technology and the features of the Nissan X-Trail and Qashqai in a truly engaging and immersive manner.”

Campaign Objectives

• Drive awareness and engagement for Nissan’s X-Trail and Qashqai models.
• Showcase Nissan’s innovative e-POWER technology through immersive advertising formats.
• Leverage cutting-edge technology, including CTV, OTT, and XR, to create a highly engaging user experience.

Campaign Execution

Teads’ platform enabled Nissan to reach a broad and incremental audience, employing the following strategies:

1. QR Code + CTV Video Integration: The CTV creative effectively integrated QR codes into Teads’ CTV creatives, whereby viewers could scan the code on their TV screens to access an immersive XR experience, connecting the TV ad with an interactive digital engagement.
2. Integrated Omnichannel Activation: The campaign unified CTV, OTT, and XR elements to deliver a cohesive experience. Nissan reached a broad audience by aligning touchpoints across platforms while maximizing visibility and interaction.

Results

The results showcase the campaign’s success in driving incremental reach and engaging audiences:

• Engagement Rate: +6% compared to benchmarks.
• Attention Metrics: +19% higher in-view time versus benchmarks, with viewers spending an average of 60 seconds in the XR experience accessed from CTV ads.
• Incremental Reach: The campaign achieved an additional 1% reach from CTV, with 57% of the CTV audience being incremental to the broader TV campaign.
• Overall Reach: Reached 41% of the UK population with a frequency of 4.1.
• Performance Metrics:
  • Top-performing CTV unit delivered 2.37 million impressions with a CTR of 0.14%, outperforming standard benchmarks.
  • Video Completion Rate (VCR) of 54%, above industry averages.
  • Overall viewability reached 55%, with display and video units achieving 78% and 55% viewability, respectively.

Nissan’s partnership with Teads showcased how leveraging cutting-edge technology and innovative cross-screen strategies could transform traditional advertising into interactive and engaging experiences, setting new standards in the automotive advertising space.

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