2015 Winners & Shortlists

HOSTING INFINITI; FROM SAUDIS TO SAUDIS

BrandINFINITI
Product/ServiceAUTOMOTIVE
EntrantMINDSHARE MENA Dubai, UNITED ARAB EMIRATES
CategoryUse or integration of user-generated content
Media Agency 2 MINDSHARE MENA Dubai, UNITED ARAB EMIRATES
Entrant Company MINDSHARE MENA Dubai, UNITED ARAB EMIRATES
Media Agency MINDSHARE MENA Dubai, UNITED ARAB EMIRATES

The Campaign

KSA is a very conservative country, one where tribal and family customs as well as traditions run through every facet of daily life. Our challenge was to launch a provocative global brand in a traditionally conservative market, respecting Saudi culture while staying true to Infiniti’s non-conformist DNA.

Results

The brand experience started by giving each week the Infiniti lineup to a respected Saudi family to host. Throughout the week, that family took their Infiniti to key locations across the city. To make sure the campaign was social by design, we created a digital map of KSA which showcased the hosting stories. Each time a new location was filmed the same area on the map lit up. We then took our map and amplified it by partnering with the strongest social media outlet in KSA “Twitter” to run the region’s first competition of its kind. On weekly basis, #itstimeforInfiniti tweet was published with embedded videos of the Saudi user generated content and pushed up for re-tweets.

Since Saudi families are known for their hospitality, Our idea was to give the brand to the Saudi people, so they can experience, host and launch the brand; from Saudis to Saudis. The prominent families were given the premium automotive line up to experience it first hand - every time they took the line up around their city, they created user generated content while revealing their memories at each area.

The campaign gave us a digital KSA map, signed and lit by more than 20,000 Saudis welcoming INFINITI to their kingdom Qualitative results: • Buzz: The most talked-about premium brand in KSA (source: map by SYSOMOS – July 2014) • Online mentions: 35% of total share of mentions (the highest between all competitors) (source: map by SYSOMOS – July 2014) • Facebook: Highest engagement rate in premium automotive category (source: Social bakers) • Twitter: The highest twitter engagement for INFINITI global (source: twitter analytics) • Earned media: $550,000 worth of earned media

Credits

Name Company Role
Melhem Najem Mindshare MENA Client Leadership Director
Yara Maroun Mindshare MENA Senior Account Manager
Steve Haddad Mindshare MENA Steve Account Executive
Hassan Alhindy Mindshare MENA Senior Account Manager
Gemma Mascarinas Mindshare MENA Media Executive
Ammar Safi Mindshare MENA Invention Manager
Richard Fitzegerald Mindshare MENA Social Media Director
Luke Morris Mindshare MENA Director Digital
Charbel Nasr Mindshare Mena Social Media Manager
Links
Additional URL   |   Additional URL   |   Additional URL   |   Additional URL