Nissan campaign by OMD and YOC: AI boosts success
Nissan's current campaign achieved an average Completed View Rate (CVR) of more than 70 percent. The campaign was supported by AI, which was used to develop up to ten different high-impact video formats from a single video.
In their latest branding campaign, Nissan cooperated with OMD and technology expert YOC. Strategy development and operational execution were in the hands of OMD, while YOC was responsible for the technological setup. For the first time in Switzerland, the AI solution "VIS.X AI" developed by YOC was used.
The campaign, which highlights Nissan's 0.0 percent leasing offer, was able to achieve above-average CVR of more than 70 percent with outstream video formats, according to a release. That value is typically only achieved with non-skippable instream formats, it said. From an ad video, the AI generated up to ten different high-impact video formats that were delivered automatically across devices. The AI continuously adjusted the delivery of the special formats, which enabled a significant optimization of performance.
In addition, the campaign had seen a significant increase in click-through rate (CTR) from an initial 0.33 percent to an average of 0.57 percent. In the first week, the CTR was 0.35 percent, but had risen to 0.87 percent in the final week. The success of the campaign shows the immense importance of AI-powered marketing, OMD says. The AI used a mix of machine learning predictions, statistical and historical data, and publisher ad content performance.
Responsible at OMD: Monika Mäder, (Communication Director); Sibylle Gabriel (Senior Communications Consultant). Responsible at Nissan: Muriel Laporta-Asté, (Head of Advertising & Media), Nicolas Gspan (Marketing Communications Nissan). Responsible at YOC Switzerland: Erwin Boldt (Sales Manager); Joshua Ulmann (Creative Solution Manager).
