2013 Winners & Shortlists

Results and Effectiveness

Within 1 week of publication, the magazine execution has generated a 4% test-drive conversion rate. It also succeeded in being an efficient form of generating leads for the INFINITI QX

Creative Execution

To invite our TA for a first class test-drive, we tied up with prime business magazines and composed invitations in the shape of first class boarding tickets. The invitations were placed in the magazine copies of VIP subscribers and sent to their addresses carrying their personal names (via variable data printing).

Insights, Strategy and the Idea

INFINITI QX is a luxury SUV that is positioned to provide a private jet-flight experience when driven. We wanted to insinuate that driving the QX will give the feeling of flying first class every day. The idea was to personalize a first class test-drive for our TA.