Via TBWA\Toronto car lovers now have more options as Nissan expands reach of its ‘virtual showroom’
It started with Nissanʼs virtual showroom online – a breakthrough in car retailing where car lovers can inspect the Nissan theyʼre interested in without leaving the comfort of home.
Now, Nissan Canada has taken 'virtual' a step further – car lovers can check out details and features of the next edition of the car theyʼre interested in instantly and anywhere – Nissanʼs new showroom has gone mobile, giving instant access to a showroom on mobile devices running Apple's iOS and Googleʼs Android operating system. The showroom offers complete 360-degree views and hot links to key information on all the carsʼ special features.
“The conventional wisdom is you go to a car showroom to check out the new cars. The reality is, the world is the showroom – you see a car on the street, in the showroom window as youʼre passing by, you see an ad and thatʼs the context in which youʼre hooked,” says TBWA\Torontoʼs creative director Allen Oke. “The mobile showroom allows you to instantly go from seeing a Nissan anywhere, including on the road, to finding out the specifics, the colour options, the look of it coming and going and the price.”
“Our brand is about delivering innovation and excitement for everyone in all of our vehicles. We also use innovation to deliver on our in-depth understanding of our customers. Life is busy and our goal is to offer not only an online showroom that is open 24 hours a day, but to be able to offer that experience instantly anywhere. Thatʼs what the mobile showroom allows us to do.” said Judy Wheeler, director of marketing, Nissan Canada. “Weʼre ready whenever our customers are, via any channel they choose.”
The YouTube mobile gadget allows car enthusiasts to scroll through the various models, plus dig deeper into features much the way theyʼve been able to in Nissanʼs groundbreaking online virtual showroom, launched via YouTube in January 2012. The mobile virtual showroom will live on Nissan Canadaʼs mobile YouTube channel and includes 39 hot linked videos to take the interested buyer into greater detail about the features of eight models on offer. Further, the gadget has a geo-targeting feature, which allows interested browsers find the nearest dealership for a closer look at the real thing.
The mobile experience builds on the insight that led to the original Nissan virtual showroom. With tens of thousands of professional and amateur reviews, YouTube has become the go-to resource for anyone looking to buy a new car; mobile is increasingly used as instant research for any purchase.
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“Browsing now can take place anywhere, anytime, instantly,” says Oke.
Nissanʼs latest innovation is a breakthrough for Canada. Google reports Nissan is the first in its category to offer a mobile YouTube gadget, first to offer a complete showroom on YouTube, and arguably has the ￼best YouTube and YouTube mobile experience in its category in Canada.
Until now this embedded-in-YouTube experience on mobile and tablet devices was not even an option from Google. TBWA\Toronto created a Mobile YouTube Gadget that looks and feels like a native mobile application. Users visiting http://youtube.com/nissancanada on supported mobile phones and tablets will automatically receive the new experience. This experience was made possible by leveraging the reusable modular architecture that the current desktop version is built upon. But rather than adapt a desktop approach to mobile, the team applied an entirely mobile design strategy, ensuring all important information is readily available on the smallest devices.