2016 Winners & Shortlists

Brief Explanation

Infiniti needed to gain automotive market share, 75% of which is dominated by the UAE and KSA. Infiniti only owned 1.7% of the market in the E segment, so the brand introduced Infiniti Q70 after a significant facelift. We faced an extremely challenging launch date, which had been unexpectedly postponed and coincided with Ramadan. This resulted in a cluttered ad landscape that would cause exposure to dwindle without an innovative solution. In parallel, majority of consumers turned to online and social media during this cluttered period.

Results and Effectiveness

We reached more than 13 million people, 5 million from our target audience. We generated 250 qualified leads, making it the most successful Infiniti campaign in MENA. The campaign was the most successful social campaign for Infiniti globally in terms of budget vs. units sold, and resulted in the most content shares during Ramadan in comparison to competitors.

Creative Execution

Participants would sit in the backseat of a Q70, telling a story about the person who inspires and drives them, later discovering that the person who impacted their life was the actual driver of the car. We captured this emotional twist on film and ended the video with an impactful thank-you message. The videos were shared on social media and followed up with a highly-targeted Facebook campaign.

Insights, Strategy and the Idea

Our original message and traditional media would not work for our postponed launch date, so we saw an opportunity to leverage the increased use of social media with content that reflected the spirit of the season. We transformed “For those who drive” to “For those who drive us,” in order to honor the people that drive us forward.