2015 Winners & Shortlists

Results and Effectiveness

Infiniti’s activation was intercepted by approximately 400,000 cars passing directly by the tower, and was also visible to 63% of the city’s population from neighboring major streets in Western Jeddah (Source – IPSOS)

Creative Execution

The idea was to physically light up Saudi cities through media touchpoints as we communicated our brand promise. We lit up their cities by transforming every Infiniti touchpoint into a light outlet symbolizing our presence. For that we took over the largest LED building in the world, The King Road Tower in Jeddah and installed 7 laser pot lights on top of the roof. The laser pots irradiated an immense light show in the sky every time the LED branding projected: “It is Time for Infiniti”

Insights, Strategy and the Idea

Infiniti’s launch in KSA was no ordinary campaign; we decided to strategically put our brand in the hands of Saudis; to ask them to launch Infiniti; from Saudis to Saudis, under the banner ‘It’s time for Infiniti’. After the nation participated in hosting Infiniti, we needed to create the right impact and reply by a Thank-you campaign to the people, confirming the brand promise.