Jaguar Australia, with the help of GroupM agency Mindshare, creative technology platform Celtra, Fairfax and News Corp, has launched an innovative mobile ad format to spruik its new SUV.
Celtra’s ‘mini-scroller’ ad format, which is designed to provide a natural introduction and dismissal of an ad through scrolling behaviour, was launched across the Fairfax portfolio, with animation then added using the reactive API, picking up the positon of the window on the screen and allowing Jaguar’s new F-PACE to ‘drive’ around a corner as the user scrolls through the content.
Mindshare also looked to News.com.au to run Celtra’s scrolling ad format with embedded video with fast-paced edits and text combinations to help keep the user engaged, and also added a 360-degree panorama, allowing users to explore the SUVs interior using the phones gyroscope functionality.
“We challenged our Mindshare team to think outside of the box and work with the emerging Celtra platform,” Tim Krieger, general manager of communications and PR at Jaguar and Land Rover, said.
“The final creative is an innovative format for the Jaguar F-PACE, which aims to drive quality engagement in a mobile native environment. We’re really excited to see the results.”