Brand | INFINITI |
Product/Service | INFINITI JX |
Entrant | MINDSHARE Dubai , UNITED ARAB EMIRATES |
Category | USE OF MAGAZINES/NEWSPAPERS |
Media Agency
|
MINDSHARE Dubai, UNITED ARAB EMIRATES
|
Entrant Company
|
MINDSHARE Dubai, UNITED ARAB EMIRATES
|
Media Agency 2
|
MINDSHARE Dubai, UNITED ARAB EMIRATES
|
Results and Effectiveness
The execution insured that readers of the magazine wouldn’t miss our ad, and strongly delivered the concept of BCI
Creative Execution
We needed people to understand the concept of the BCI system. So we devised a special execution on magazine that requested the reader’s participation to illustrate the concept of BCI.
The execution: While browsing through the magazine, our advertisement prompted the readers to turn the page over for a live demo of the new INFINITI BCI technology. However upon turning the page, it was almost impossible to collide the papers together; delivering the message of `back up collision intervention`
This was done through an installation of two magnets on opposing pages, which repelled each other.
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 needed to be generated about this feature in magazines, and we needed to take it further than a simple insertion.
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 |