Premium car brand Infiniti Canada has launched a mobile ad unit that allows consumers to interact with the new M Hybrid model, which is a gas/electric-powered version of the car company’s flagship sedan.
The ad unit, which was specifically designed for this campaign, is meant to demonstrate that a hybrid vehicle can be both good-looking and high performance, said Deborah Hall, head of mobile at Olive Media.
Developed by Olive in collaboration with Celtra and OMD Canada, the ad uses the iPhone motion detector known as the accelerometer, prompting users to tilt their phone to help find the ideal balance between performance and efficiency.
The car then drives across the screen, at which point users can explore the car’s additional features, access video content or view different angles of the car, all from within the ad. A modified version of the ad unit was developed for Android-powered cellphones.
“As with all digital media executions, the measurability of consumer interaction offers ongoing learnings for our client and will help us refine future mobile campaigns,” said Tom Fotheringham, group digital director, OMD, in a release.
The ad is running across Olive’s network of sites until Sept. 4.
