When Apple announced its iAd platform, which allows advertiser to reach iPhone users from within applications, it also announced that Nissan would be the first automotive company to utilize it.
Using iAd to promote the upcoming 2011 Leaf electric car, Nissan took a new marketing approach for a new type of car. Without question, it was a unique and headline grabbing campaign. Nissan is also using Apple's iAd platform for the new Juke compact crossover.
Late last week, Nissan's partner Renault launched the first European iAd campaign for its new 2012 Twizy. Renault is targeting urban young adults who are early adopters of technology. The iAd platform seems like a logical fit for this type of target market, as the iPhone is popular in the technology savvy early adopter demographic.
The iAd campaign will explain the urban myths about electric vehicles, along with showing features of the Twizy, such as how the it can charge up while you are doing other activities. Users will also be able to pre-reserve their own Twizy directly from the application.
The benefit to using the iAd platform versus a standalone application is integration. The iAd will live inside of another application, thus the user will not have to leave the current application to go view the Twizy application. Think of it as an application within an application. The seamless transition from the application to the iAd is a key benefit for the user experience.
The Twizy will launch next year in Europe. It will have a maximum speed of 40 mph, making it ideal for the city environment. It will not be sold in the United States.
[Renault via All Cars Electric]