Both the print industry and automotive industry are excellent at innovating. They also both excel at identifying growth opportunities and improving how they interact with their customers. It’s no surprise, then, that in recent years these industries have tightened their customer connection and expanded their innovative tendencies.
Recognizing the value in using print to complement the digital experience, auto brands have turned to interactive print – some long before the pandemic. In 2012, Nissan teamed up with Layar to create an interactive newspaper campaign for their Altima model utilizing augmented reality. Using Layar’s AR app, readers hovered over the printed image with their phone to see clickable pop-ups that showed off the car’s features and prompted readers to book a test drive. The campaign was a hit, generating 8 million views in just one day, and increasing the rate of Altima test drives by a massive 65%. This kind of innovative marketing – driven by interactive print – is what drives engagement and accelerates consumer (and business) buying decisions.
When lockdowns began to occur, auto sales dropped radically. In turn, innovative auto campaigns like Audi’s and Nissan’s geared down. Fast-forward 16 months and the situation is very different, as more and more people head back out on the road – for both business and pleasure.
With a long-standing relationship of providing each other value; printers, automobile brands/dealers, media agencies and tech companies are teaming up, creating increasingly engaging and innovative marketing campaigns for automobiles – and driving business. Leveraging new print technologies, substrates and multi-channel communications, savvy printers are helping the auto (and print) industry bounce back – and potentially even surpass where they were prior to the pandemic.
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