2015 Winners & Shortlists

Results and Effectiveness

Inspired light was the most engaging and most visible campaign with 7.8M reach, 2M views and and 142K interactions across all social-media platforms (YouTube and Facbeook). The live-event attracted over 10,000-people, gaining 28,000-shares on Facebook and Twitter. 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 9.5% 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.

Creative Execution

Live Event: A world-first, Infiniti teamed up with the world’s leading light-painter and stunt drivers to create a category-busting performance composed of dynamic shapes and moving canvases. Each car took 6 experienced technicians 8 hours to rig. Our audience experienced light painting and co-created their own live pieces. The event attracted over 10,000 people that engaged with the brand on a personal, emotional level and continued the conversation on online. Online: Hashtag ‘inspiredlight’ raised so much awareness and word of mouth that we created an online film that portrayed the process of how we brought ‘Inspired Performance’ philosophy to life. There are no light bulbs on the rigs, and no special effects were used. Each QX70 has 18 meters of LED carefully fixed in place. Print: Print ads were released in top automotive and arts publications. Visuals were created on camera. No CGI was used, with minimal retouching.

Insights, Strategy and the Idea

Our dynamic audience of young minded, open, independent, constantly connected individuals are strongly submerged in visual, digital and creative cultures. They crave authenticity, originality and inspiration and are hungry for content, for art, for progress, and for innovative entertainment. We wanted to take advantage of this fact and co-create with them something out of the ordinary by turning the brand philosophy “Inspired performance” into a first-hand tangible experience that goes beyond performance yet still celebrates the QX70S Elite Sport expressive, forward-thinking nature in a unique way that steers away from traditional mediums. 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.