We were tasked with bringing Avis' strategy - "It's Your Space" - to life on the iPad. We had to be bold and intriguing, while also leveraging the iPad's interface. Through the iPad's accelerometer, readers were able to shake apart an Avis car and watch it reassemble as any number of unique creations representing the idea of "Your Space". They could even customize their space through Facebook and LinkedIn. The project delivered on every front, pushing the boundaries of what's possible in in-app advertising.

Launch the campaign
Published
July 2013
Topics

The Story

We were tasked with bringing Avis' strategy - "It's Your Space" - to life on the iPad. We had to be bold and intriguing, while also leveraging the iPad's interface. Through the iPad's accelerometer, readers were able to shake apart an Avis car and watch it reassemble as any number of unique creations representing the idea of "Your Space". They could even customize their space through Facebook and LinkedIn. The project delivered on every front, pushing the boundaries of what's possible in in-app advertising.

One of our main sources of inspiration was the iPad itself. iPad owners are used to tapping and swiping the device, so how else could we get them to engage with it? We decided to use the accelerometer to make each interaction as physical as possible. We used Adobe AfterEffects to conjure the cinematic visual effects, while 3D motion graphics and open source HTML editors created the rest. The project was developed in HTML5 using Facebook API to connect, customize the space and share.

The Technology

  •  

    Display

    Rich Media for iPad

The Results

This project is not only beautiful and effective, it pushes in-app advertising forward. This goes far beyond a banner and into a complete interactive experience that consumers can play with and even customize. Overall we saw quadruple the rate of usual engagement with an in-app ad and the industry reaction has been equally positive with several awards and press mentions. It’s something everyone who touched the project is very proud of.

3x

the average engagement rate

3x

the average click-through rate

16

million impressions

Launch Date Sept. 1, 2012