2017 Winners & Shortlists

The Campaign

We didn't want to just make an empty claim about our car. We wanted to make one that we could prove. So we set out to scientifically prove that the INFINITI Q50 could actually unleash your potential. We did this by recording test driver's brain data. Scientists examined the data and verified that the drivers levels showed an increase in their potential. But we saw a pattern in the data, and discovered we could translate that into a piece of music that would actually give sound to the mind. We took our newly created music track and brought it to life in the most expressive way possible: at the famed Dubai Fountains - the first branded experience at the Fountains. We choreographed the Fountains specifically to our music, along with a water projection, and over four nights, we delighted our audience to the sound and sight of Q50 driving excitement.

Creative Execution

We wanted to make a splash, so of course we want to the Fountains. In fact, the Dubai Fountains are the largest such fountains in the world. We worked with the local fountain team to choreograph a bespoke fountain dance for our music track, and we installed a special 30 meter water projection on the water to display our branded video and messaging. Twice per night, over four nights in December, we treated our audience at the Fountains to the audio and visual excitement of the mind coming to life, all made possible by the excitement of Q50 drivers across the region.

Describe the success of the promotion with both client and consumer including some quantifiable results

Share of voice rose from 2% to 38% during month of campaign 17 million impressions Q50 engagement was up 183.29% during campaign Earned media: $2.5 million

Explain why the method of promotion was most relevant to the product or service

The INFINITI Q50 campaign consisted of brain-reading test drives, mind-inspired song creation, and a first-ever choreographed branded performance of the Dubai Fountains, designed specifically for the launch of the music track we created. This music was produced by collecting brain data from INFINITI Q50 test drives and translating it into a unique techno Arabic track. We debuted it on a massive scale, at the Dubai Fountains, along with the choreographed fountain dance and a specially designed water projection – to the delight of tens of thousands of fans over four nights in December.

The launch of the new Q50 in the region was the perfect occasion to launch our new brand platform “Empower the drive” reminding our audience that “unleashing human potential” is at the heart of what INFINITI believes. In this region, unleashing human potential means creating a world of opportunities for the people who push to go above and beyond the norm. We call them the Progressive challengers. These men are locals or expats, entrepreneurs and executives, who moved here because of an opportunity they couldn’t miss, being part of a bigger project – a vision. But in the day-to-day routine it can be easy to forget your original motivation, what inspired you to start your adventure in the first place. We wanted to bring the spark back to their lives, by capturing the excitement of our Progressive Challengers behind the wheels of the Q50.