Challenge
To prepare for the launch of its new exclusive e-POWER technology, Nissan needed a reliable partner to deliver innovative and dynamic advertising that would educate audiences and enhance brand recall. For its first campaign promoting the X-Trail SUV range in Spain, Nissan United aimed to utilize effective ad formats to raise awareness about the new technology and clearly differentiate it from the traditional hybrid model.
Nissan chose Ogury to reach its target audience with engaging formats, and gain insights into how its new technology was perceived on the Spanish market.
To achieve its goals, Ogury utilized its Personified Advertising technology, which focuses on personas rather than targeting individuals. This innovative technology allowed Nissan United to accurately identify the interests and behaviors of its key audience without collecting any personal data. Ogury combined its audience qualification capabilities with proprietary fully on-screen video formats that ensure 100% of pixels remain in view for the entire duration of the ad, effectively engaging users and maximizing attention and brand recall.
As the go-to partner for global brands and publishers, Ogury has developed proprietary ad formats that empower users by giving them control over their ad experience. To effectively promote Nissan United’s e-POWER technology, Ogury utilized two of these formats: the Thumbnail Ad and the Header Ad. The Thumbnail Ad is an innovative format that can be repositioned on the screen, expanded, or skipped, allowing for non-intrusive advertising that does not compromise user experience. The Header Ad, on the other hand, seamlessly integrates into page headers, resizing as users engage with the content, which enables Nissan United to connect with them without disrupting their content consumption.
These features helped Ogury capture user attention and create a lasting impact. Additionally, Ogury’s post-campaign Custom Surveys provided Nissan United with valuable insights into how its technology was perceived in the market - enhancing audience familiarity, assessing message association and gauging brand recognition. By leveraging Ogury’s data, Nissan United gained a clearer understanding of its brand's position within the electric vehicle market and successfully raised awareness for its new X-Trail vehicle by identifying its ideal consumer through post-campaign analysis.
Results
Ogury’s future-proof technology made this partnership a success. The campaign’s Custom Surveys revealed valuable insights into brand memorability and customer understanding of its unique technology. The surveys indicated that the best performing audience consisted of men aged 45 to 54, who showed a strong interest for apps and websites related to hiking and camping, insurance, pre-owned cars, energy and motorcycles.
Thanks to Ogury’s Personified Advertising, Nissan United effectively reached this target audience in a secure, fraud-free environment with less than 0.5% invalid traffic. The campaign achieved a viewability of 90.88% and a 73.3% VCR – well above market benchmarks.*
*Benchmark Oracle MOAT – Q3 2022
"For the launch of our innovative and exclusive technology, Nissan e-POWER, we wanted to generate awareness and engage our key audience with the right formats. Ogury was the perfect partner to work with, thanks to its breakthrough Personified Advertising Engine. With its non-intrusive approach to gathering market intelligence based on qualitative – not personal – data, we were able to reach users at scale – ensuring the awareness, consideration and memorability of our messaging. And I have no doubt the insights we collected about how our new e-POWER technology was perceived on the Spanish market will help us successfully set our future strategies and campaigns."
Natàlia Oliva Vila
Digital Campaigns & Data Analyst at Nissan