2015 Winners & Shortlists

The Campaign

We needed to turn the brand philosophy “Inspired performance” into a first-hand tangible experience that goes beyond performance yet still celebrates the car’s expressive, forward-thinking nature and elevates the QX70’s iconic status. In a world-first, Infiniti teamed up with a light-painter and stunt drivers to create a category-busting piece of communication made up of dynamic shapes and powerful moving canvases. The world’s leading light painter, Patrick Rochon, directed this intricate performance. Each car took four experienced technicians 8 hours to rig. There are no light bulbs on the rigs, and no special effects were used. Each QX70 has 18 meters of LED strips carefully fixed in place.

Success of the Campaign

Inspired light was the most engaging and most visible campaign with 7.8M-reach, 2M views and 142K-interactions across all social media platforms (YouTube and Facbeook). The project's content was a breakthrough and transportable concept for being the 1st-ever-project of it’s kind in the region. The live-event attracted over 10,000-people that engaged with the brand in person and continued the conversation on social media, gaining 28,000 shares on Facebook and Twitter. Influencer support had a great impact from an organic perspective with 588+ additional mentions, and a total #InspiredLight mention of 3,672. Our Facebook fan base grew by 126% vs yearly average (226M fans now). Twitter fan base grew by 140% vs yearly average – (35,500 fans now - second best in the region) as well as 10% sales increase on the car QX70S-Elite-Sport after the event vs QX70-average monthly sales, aiding in making it the Middle East's fastest growing premium-automotive brand.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Phase 1: We created an online film that portrayed the process of how we brought ‘Inspired Performance’ philosophy to life – We called it ‘Inspired Light’. It was released across social media. Phase 2: Print ads were released in top automotive and arts publications. Visuals were created on camera. No special effects were used, with minimal retouching. Phase 3: The hashtag ‘inspiredlight’ raised awareness and created word of mouth. This preceded and led to the live event where our audience could experience, for the first time in the world, light painting and co-create together with the world’s leading light painter, Patrick Rochon. The event attracted over 10,000 people that engaged with the brand on a personal, emotional level.