3. P R O G R A M B A C K G R O U N D C H A L L E N G E S C O N S T R A I N T S The greatest challenge was creating an experience that had never been done. TBWA/Chiat had a vision of the execution, but there were creative challenges in implementing all the desired functionalities within the experience. The Visionaire Group was presented with the task of developing these functionalities within the iPad web browser, which few if any groups, had ever done. Making seamless transitions, image animations and 360 degree rotations were some obstacles. Nothing like it had existed quite yet. What would seem to be a standard media buy soon turned into the QX HTML5 Micro-Site Experience . With the help of AdMob and the Visionaire Group, the QX Experience was showcased in the 2010 Google Creative Canvas as “Make the showroom mobile.”¹ Imagine an iAd experience, before iAd, without being an iAd. This experience brought the QX to life for the “on-the-go, high-net-worth audience.”¹ With all great things come struggles. The QX Experience timeline was one of those struggles. With one month total to create the entire experience, only two weeks were allotted to creating the custom micro-site experience. Internal creative approvals, production timelines, and delivering of assets being pushed were just some of the challenges faced. The hard work paid off as the Infiniti QX HTML5 Experience was the first of it’s kind. 1. Google Creative Canvas
4. O U R G O A L . . . Reach our target through a revolutionary mobile experience that would allow users to personally interact with the Infiniti QX in the medium that they use and enjoy most throughout their daily lives .
5. M E D I A S T R A T E G Y Deliver a rich HTML5 mobile experience through the AdMob Network which provides reach to our key target audience.
6. T E C H N O L O G Y The entire experience was innovative due to the fact that The Visionaire Group had to create animation and 360 degree sequences on a browser equivalent to browsers created in the last century. They then had to utilize tricks of the trade last used prior to 2000. So… while it was extremely innovative for the iPadenvironment, it’s ironic they had to use techniques that were created when the web was originally discovering animation. Who said you can’t teach an old dog new tricks? T E C H N O L O G I E S U S E D . . . HTML HTML5 VIDEO WEBKIT JAVASCRIPT CSS 2 & 3
7. RESULTS As a new and innovative product, it was hard to predict what would happen. At the launch of the QX experience, industry interaction rates – measuring the amount of people who were actually tapping to expand and interacting with the ad – ranged from .9% to 1.5%.² The QX Experience had an astounding 10% interaction rate with over 44K interactions in a 10 week span. Today the average engagement with an iAd is at 1.9%.³ The app was more than a success. It was and is an industry anomaly. 2. Mobile marketing Watch-2010 3. Media Week-2011
