2015 Winners & Shortlists

Results and Effectiveness

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

Creative Execution

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 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.

Insights, Strategy and the Idea

While Infiniti was gaining popularity across the Middle East, it was almost non-existent in the biggest potential market, Saudi Arabia. In 2014, Infiniti wanted to launch properly in KSA. We needed to re-launch the brand in Saudi Arabia and and capture the Saudi premium consumer. 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.