In a category where automotive ads often fade into the background, Nissan broke the mold. Nissan collaborated with Teads to launch a bold, interactive campaign that featured a series of ultra-immersive, animated experiences created by artist Matt Saunders to showcase its most recent concept cars—Hyper Force, Hyper Adventure, Hyper Urban, and Hyper Punk. Nissan partnered with Teads to create a high-impact creative experience, drive awareness and engagement through interactive, immersive experiences and surpass industry benchmarks for attention and viewability.
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Campaign Execution
The campaign invited consumers to explore an endless sequence of dynamic landscapes, engaging with Nissan’s electrifying world through intuitive gestures—pinch-to-zoom on mobile and cursor clicks on desktop. Teads created custom-built vertical, square, and landscape formats to bring this experience to life. These formats allowed Nissan to display the Hyper-Force, Hyper-Adventure, Hyper-Urban, and Hyper-Punk Nissan concept cars on desktop and mobile platforms. The campaign ran between the 16th of April and the 19th of May 2024. Leveraging Teads’ data-driven insights, the campaign strategically targeted high-value demographics of UK individuals aged 18-24 and 35-44, who lived in a household with children and possessed high income.
This audience showed strong interest in Automotive, Sports, Tech, and Finance, as well as were reading articles around News & Society, Automotive, Business & Finance, and Technology & Computing.
“Partnering with Teads allowed us to push the boundaries of traditional automotive advertising,” says Fiona Mackay, Nissan’s Marketing Director. Our creative was transformed by their innovative approach into immersive, interactive experiences that truly engaged our audience. The results speak for themselves—outstanding attention rates, remarkable lifts in brand favorability, and a significant boost in spontaneous ad awareness. Teads not only helped us achieve our goals but exceeded expectations, driving meaningful engagement and showcasing Nissan’s future in a bold, dynamic way.”
The Numbers Behind the Narrative:
Teads’ direct relationships with top UK publishers ensured exceptional campaign performance across major platforms like Sky Sports, The Sun, Daily Mail, Metro, The Guardian, The Telegraph, Sky News, and LBC.
The campaign achieved 3,498 attentive seconds per 1,000 impressions (APM)—5x higher than Lumen’s benchmarks. The vertical creative, designed for mobile, led the way with 2,024 attentive seconds, dwarfing the industry standard of 577s.
Recall and Awareness of the Brand: Viewability: 78.73% (exceeding Teads’ benchmark of 60-63%).
Dwell Time: 2.42 seconds (above benchmarks)
View Rate: 73.27% (surpassing the 50%-65% benchmark)
Brand Favourability: +14% increase
Instantaneous Ad Awareness: an increase of 159% Improvement in Purchase Intent: Stronger lower-funnel impact resulted from prolonged attention. High Recall: Regardless of the format, more than 4 in 5 respondents remembered the Nissan brand when they saw the ad on its own. With 19.3 million impressions, the campaign reached nearly 13 million users, all while earning 3.6 million bonus impressions and 292 extra clicks—free of charge.
A Campaign That Dared to Be Different
Nissan didn’t just launch a campaign in the end. They made a statement about what advertising can be when it is creative, optimized for every screen, and rooted in attention. For brands willing to think beyond the banner and challenge the status quo, the path is clear: capture attention, and you capture outcomes.
