ADMA Pinnacle Award winner announced

Whybin\TBWA\TEQUILA has been recognised for the creativity of its work on behalf of Nissan.

The Melbourne team picked up one of the three Pinnacle Awards at the ADMA Awards 09 for the combination of direct mail and augmented reality (AR), which launched Nissan's 370Z earlier this year.

The 'Take the Wheel' direct mail campaign was awarded the Australia Post Winged Messenger Award in the Pinnacle category.

"We're extremely honoured to accept the Winged Messenger Award," said Charles Clapshaw, MD of TEQUILA\.

"It is part of TEQUILA\'s biology to question and remake convention, which is exactly the thinking applied to the direct mail campaign for the 370Z.

"We believe this award demonstrates what we already know - that original and inspired integrated campaigns, well targeted and well executed, can make the difference for a brand and product."

'Take the Wheel' direct mail campaign was created to launch the new 370Z coupe.

Whybin\TBWA\TEQUILA sent out a steering wheel via the post, inviting existing and potential customers to take the 370Z for a virtual '3D spin'.

Using AR technology that allows the users to hold the wheel up to a webcam, the customer could see a 3D model of the 370Z appear on the screen.

The user then participated in a 'virtual' sense with the 370Z before making a decision to book a 'real-world' test drive.

"Since we launched this campaign we've seen strong demand for the 370Z and overall vehicle enquiry to date is well above the target we set," said Damon Paull, Nissan product marketing manager for Passenger and Crossover Vehicles.

"Picking up a Pinnacle Award is testament to the working relationship we have with our agency partners, and acknowledges the hard work and effort that goes into creating a disruptive campaign."

The award for Whybin\TBWA\TEQUILA comes on the back of a 13-year partnership with Nissan.

Eychenne

The site that won the award: http://takethewheel.nissan.com.au/

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