Page 45 - Internationalist Magazine 2013 66

DIGITAL SOLUTIONS BRONZE

Nissan,

Connected to the City,
Sephora,
OMD International
AVD TOUCH,

(Multinational)
AVD Digital Media, China (Global)

Since arriving on the scene in 2007,
AVD TOUCHM technology is the foundation for the
Nissan Qashqai has deined the
digital strategy in SEPHORA interactive case studies. It

crossover SUV market throughout
is a results-oriented tool users love and clients count on.
Europe. However, competition has
For users the interface is pure fun. If they see it and like

intensiied and the challenge of
it, they can explore a product immediately, or buy it! It
converting awareness into action and
can engage audiences while educating them and increase

enquiries has become harder. With
sales revenue while capturing actionable user intelligence.
Deeper engagement produces highly speciic data
a goal of creating deeper engagement with their target
audience Nissan tapped into research showing that insights based on actual touches of the video content.

more than 70% of the target demographic use their
smartphone while watching TV. They expect technology When content is layered with AVD TOUCHM

to be seamless and intuitive, so Nissan turned to mobile technology, click-through to buy rates, sales conversions
technology to users a deeper experience of Qashqai, and capture of user data experienced 500%+ increase

synched with TV advertising. Founded in 2002, over all standard video, standard banner advertising and
Shazam has had great success using sound-recognition pre-roll benchmarks.

technology enabling users to learn the artist and title of
songs on the radio. Identifying this technology could
Using visual keys, AVD TOUCHM marries the world’s

be used to respond to music in Qashqai TV advertising most advanced technology with man’s most powerful
desire- it allows audiences to touch and explore whatever
– intuitively linking people to content about Qashqai in
real time the strategy was simple; create a cross TV & they ind interesting, whenever they want to, while

Mobile experience that use Shazam application to link they watch. Search, share, explore, buy, the audience is
people through a virtual experience of the Qashqai and fully in control. Using AVD TOUCHM brands engage

deliver this at scale across Europe.
and connect authentically, only when the user chooses,
leading to genuine social sharing and often, immediate

purchase action.

Limkokwing
Mobile

Academy,
Vanguard,
World Wide Web
Revolutionizing

Domination,
Campaign
Performance
FRND+ Serious
Games (Local)
Media Kitchen
(Local)
The Malaysian city of
Purtrajaya desired a website that highlighted its unique In 2011 in an ever crowded inancial services category

characteristics. It required a website that built a closer Vanguard faced a period of declining acquisition, turning
it around successfully to become the world’s largest
rapport between Putrajaya and its community, while
promoting its appeal as a city for business and tourism mutual fund company. To further these great results in
2013 Vanguard continued to optimize their plans and
while also inspiring the city to becoming more active,
productive, and mutually supportive. The inimitable ensure every dollar spent on advertising was the most cost

beauty and culture of Putrajaya make it a city of wonder. effective. Fueled by Vanguard’s mission to keep operating
The Perbadanan Putrajaya Portal is an innovative expenses as low as possible so more returns go back to

website developed in partnership with Limkokwing the clients, the strategy was to push digital thinking to
University of Creative Technology. The Perbadanan the limits. Using Fractional Contribution, they saw both

Putrajaya Portal goes a step further to structure content Site Direct and Optimized Display play a more signiicant
on the site to it the different users perfectly. Having role. This led to a shift in dollars previously allocated

incorporated interactive functionality to the website with towards Search toward display, resulting in a 16% higher
conversion rate with an 11% lower cost per acquisition.
Twitter, Facebook and Flickr to encourage maximum
engagement with the community, targeted uses can ind In closely looking at ways to optimize campaign
performance and retooling what was in place, Vanguard
all their needs about Putrajaya in one place. To date
there are currently 112,941 fans on Facebook and the immediately saw a 17% lift in over target projections.

video has received over 1M views.

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