INFINITI Canada ran augmented reality ads in an Instagram and Facebook campaign to create a virtual showroom experience—the first in Canada—and saw a 1.2-point lift in favorability among people who saw these interactive ads.
INFINITI is the luxury vehicle division of the Japanese automaker Nissan. It offers a full lineup of sedans, coupes, sports utility vehicles (SUVs) and crossovers. INFINITI officially started selling vehicles in 1989 in North America.
lift in favorability after seeing augmented reality ads
of all incremental favorability generated during campaign period was from augmented reality ads
lower cost per impression with augmented reality ads, compared to average for all campaigns during the test period
INFINITI Canada wanted a unique way to introduce potential customers to four of its luxury models, while boosting brand familiarity and consideration.
An interactive ad experience
INFINITI Canada wanted to provide an opportunity for Canadians to explore four INFINITI vehicles—the QX50, QX55, QX60 and QX80—by creating a unique showroom experience online. So it partnered with the team at Meta to identify ways of using augmented reality (AR) ads to increase awareness about the vehicles and meet potential buyers online.
INFINITI Canada’s media agency, OMD, developed a test plan and media strategy for how to scale up the impact of the AR experience with targeted augmented reality ads on Instagram and Facebook. Then its creative agency, Publicis Q, developed the creative assets (video ads and AR filters) to bring the four vehicle models to life in the digital world.
The team built four video ads—one to correspond with each of the showcased models—along with messaging that encouraged people to take a look inside the stylish interiors of the vehicles. All ads included a Try in Camera button that, when tapped, opened the camera on the ad viewer’s mobile device and loaded the AR effects.
The filter effects enabled the viewer to instantly sit “inside” of the car and experience the detailed interior finishes and features of the vehicle. Educational, contextually relevant messaging and hotspots throughout the interiors facilitated further discovery, and a primary call to action linking to the vehicle configurator on the INFINITI website encouraged action. The team delivered the augmented reality ads to a broad audience of Canadians in Instagram and Facebook Feed, and in Instagram Stories.
INFINITI Canada measured the results of the February 14–March 31, 2023 campaign promoting the four luxury vehicle models using a Meta brand lift study, which revealed:
- 1.2-point lift in favorability after seeing augmented reality ads
- 40% of all incremental favorability generated during campaign period was from augmented reality ads
- 25% lower cost per impression with augmented reality ads compared to the average cost per impression for all campaigns running during the test period