Brand | INFINITI |
Product/Service | INFINITI JX |
Entrant | MINDSHARE Dubai , UNITED ARAB EMIRATES |
Category | USE OF BROADCAST: TV, CINEMA, RADIO |
Media Agency 2
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MINDSHARE Dubai, UNITED ARAB EMIRATES
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Entrant Company
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MINDSHARE Dubai, UNITED ARAB EMIRATES
|
Media Agency
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MINDSHARE Dubai, UNITED ARAB EMIRATES
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Results and Effectiveness
This breakthrough concept placed the viewer in the ideal state of mind to absorb our TVC which played directly after the sudden break.
Creative Execution
We needed people to understand the concept of the BCI system. To do this, we disrupted their TV viewing experience by breaking the movie at a climaxing moment.
While people were watching the movie, they were faced with a sudden break, and the following message appeared: “Sometimes Breaking Abruptly is Vital!”
Insights, Strategy and the Idea
INFINITI’s new BCI (Back-up collision intervention) system is a one of a kind feature. When reversing the vehicle, the BCI detects objects and intervenes to break in time. Sufficient awareness had to be generated about this feature, and we needed to take it beyond a standard TV ad.
Credits
Melhem Najem |
Mindshare UAE |
Director - Client Leadership |
Yara Maroun |
Mindshare UAE |
Account Manager |
Gemma Mascarinas |
Mindshare UAE |
Media Executive |
Hassan Alhindy |
Mindshare UAE |
Account Manager |