Take the Wheel | 2010 IAB Awards Winner

Posted by IAB Australia On July 23, 2010 Research & Resources


2010 IAB Awards | Direct Response & Lead Generation Winner

Take the Wheel
Client: Nissan Australia

Faced with a challenging economic market which was experiencing a 22% downturn in car sales per year, Nissan had ambitious objectives for the launch of the 370Z. The creative approach used direct marketing to point customers towards a microsite where they could enjoy a bigger, more engaging interaction with the car. Using Augmented Reality technology, users could “take the wheel for real” and experience every angle of the car online.

The response was huge, with strategically placed banners and new content loaded daily, the site experienced 7,497 views on the microsite in the first week alone. Overall, it achieved an exceptional 73.24% click through rate.


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.