2016 Winners & Shortlists

FOR THOSE WITH DRIVE

BrandINFINITI
Product/ServiceQ70
EntrantMINDSHARE MENA Dubai , UNITED ARAB EMIRATES
CategoryLive Experience
Media Agency MINDSHARE MENA Dubai, UNITED ARAB EMIRATES
Entrant Company MINDSHARE MENA Dubai, UNITED ARAB EMIRATES
Media Agency 2 MINDSHARE MENA Dubai, UNITED ARAB EMIRATES
Production Company BOOMTOWN PRODUCTIONS Dubai, UNITED ARAB EMIRATES

The Campaign

Our objective was to softly launch the Infiniti Q70 during Ramadan in a way to build up awareness, engagement and hype-up the buzz until the official launch happens. Most importantly we needed to generate hot leads in order to catch up and meet our business objectives as soon as we completed our post Ramadan launch. We aimed to increase brand awareness in KSA by 5% points (from 77% to 82%) and in UAE by 3% points (from 90% to 93%) and increase Q70 sales by +240% in FY15 vs. FY14 from 277 to 667 cars. How could we launch the Q70 during Ramadan, with no regional TV activity, nor any local media presence (outdoor, print, radio, or cinema), while the competition is heavily active across all channels, and while ensuring our campaign launch narrates one story? Our main strategy was to twist the campaign concept from the individual drive, to acknowledging and honoring the people that we are driven by, solved our communication challenge and made our message more relevant and in context with the Ramadan spirit. When it comes to media, and due to our media insight, for the first time ever, we decided to use social media as the only element of our launch campaign. In order for the strategy to work, we had to plan the campaign into 3 phases while each phase had the following key components: • The content/story (A solid emotional story that seamlessly featured the car in a premium elegant way) • A twist (To engage the audience emotionally) • A sound seeding strategy (The right social optimization)

Overall, this socially-led content campaign succeeded in enhancing the overall purchase funnel of the Q70 in a very short and challenging period. Most importantly, the twist paved the way for the main launch post Ramadan, while keeping the same story. During the first month of our social campaign, we managed to reach more than 13 million people, out of which 5 million who matched our target audience profiles (This number which constitutes more than 75% of the overall campaign objective was achieved using just the soft launch campaign). We generated 250 qualified leads during Ramadan. The campaign was the successful social campaign for Infiniti globally (Source: IMEA July 2015), the most-shared content on social media during Ramadan between the competition (Source: Unruly July 2015), the most effective campaign for Infiniti global in terms of budget spent vs. units sold (Source: IMEA July 2015), and achieved the highest percentage of quality of leads generated compared to any previous INFINITI campaign in the middle east (source: IMEA July 2015).

Credits

Name Company Role
Melhem Najem Mindshare Senior Client Leadership Director
Sophia Kenvold Mindshare Social Media Director
Ammar Safi Mindshare Creative Manager
Tuki Ghiassi Mindshare Creative Director