The ads appeared across a whole host of TV programmes such as Restoration Man (C4), The Great Northern Cookbook (C5), Hollyoaks (E4), Live Football League (Sky Sports 1) and Sky Atlantic’s British Cycling documentary.
As part of the campaign Nissan is activating second-screen technology through ‘Shazam’ exclusively on ITV used previously by big brands including Pepsi, Cadbury’s and Microsoft.
Viewers will need to have downloaded the free mobile app ‘Shazam’ which uses audio recognition software to identify the TV advert being viewed.
Viewers are prompted during the advert to ‘Shazam’ the ad using the app to gain access to additional content including a new Qashqai 360 parking game called ‘Qashqai Euro Park Challenge’. This will test their skill using the Around View Monitor to park the Qashqai and avoid objects along the way.
You can compete against other players in Europe and post your score on social media sites. Once you have played the game you are able to download the ad’s music track ‘Angst’ by The Toxic Avenger free of charge.
Nissan’s first notable Shazam spot is Mr Selfridge this Sunday on ITV1. Mr Selfridge is a programme that attracts 10m viewers – making it one of the biggest shows of the weekend. Other ITV1 spots include the National TV Awards on January 23 which are expected to attract 6.5m viewers.
Supporting the TV campaign, the Qashqai print strategy will see Qashqai 360 featuring in various newspapers and magazines including The Telegraph & Times magazine. All the print ads will include a QR code which will link through to a mobile app to play the Qashqai parking game as well as find out more about the Qashqai and all its features.
Online the company will achieve a bold standout too, with home page takeovers on MSN’s sports and cars pages as well as on Sky Sports and The Telegraph websites. Video will be used on sites including Youtube and Sky Sports.
CRM will also be contacting a total of 75,000 people to invite them to take part in the ‘Qashqai Euro Park Challenge’.
And finally, in cinemas, Nissan are trialling in 11 high profile Odeons a new mobile app called Cine Me from February 1. The mobile app will work in exactly the same way as Shazam and will allow viewers to interact with the Qashqai 360 ad. The cinema ad will be seen by a million cinema-goers and feature in new releases including Die Hard and Broken City.