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Interactive Annual 19:
Tablets/Handheld Devices

2012 Nissan Versa

Launch Live Site

“The Versa site brought an unexpected storytelling element to the otherwise predictable 360-degree interior/exterior car site experience. The navigation and user journey is really unique and easy to follow.” —Madison Wharton Marks

“I like that this work flowed seamlessly across all platforms. Plus the song is so damn catchy.” —Perry Fair


Overview: Part of an integrated campaign by TBWA\Chiat\Day to launch the 2012 Nissan Versa, this digital experience illustrates a "Room for Anything" concept by immersing users in stories of roominess. Viewers can skip the app store; no download is required. Instead, the 360-degree gyroscopic panorama experience works in a browser, while people on tablets or smartphones can spin around to experience the car's interior and exterior—a more kinetic version of the traditional click-and-spin 360. The stories of spaciousness are told contextually with built-in proof points that demonstrate the exceptional leg- and head-room with cheeky elements that encourage deeper exploration.

  • • An XML configuration drives the panorama; based on browser capabilities it will render the panorama in Flash or HTML5.
  • • The hit song, “Don't Stop” by Foster The People, used for the Versa campaign was given away free for a social media “like.”
  • • During the month following the campaign launch, the Versa was the best-selling car in its class.

Comments by Steve Savic

What was the most challenging aspect of the project? “The challenge? People want to see the cars. There's something to be said for kicking the tires. Our goal was to make connections between people and the Nissan Versa. To do this we needed to give our users the freedom to explore the car in an environment they could relate to, in real ways—as if they were in it. To create a true-to-life environment digitally, we choreographed our experience inside and out, which demanded nearly 50,000 photos.

How did this project compare with others you've worked on in the past? “We had more wigs, shoes and hats than any other shoot I've been on. It was tough to stay on the tight schedule with all the wardrobe changes.

Credits

Skylar Pelletier, art director
Peter von Sass, senior writer
Steve Savic, creative director
Chrissie Graboski, strategic planner
Philip Musser, senior developer
Russell Logozar, technology director
Andrzej Milosz, motion graphics
Critical Mass (Chicago, IL), project design and development
TBWA\Chiat\Day, ad agency
Nissan North America, client


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