2018 Winners & Shortlists

AUDIO HUNTERS

Client/BrandINFINITI
Product/ServiceINFINITI
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
Type of EntryInnovation
CategoryCreative Innovation
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Additional Company RAMA INTERNATIONAL LIMITED Dubai, UNITED ARAB EMIRATES

The Campaign

While every car maker was competing for attention by putting on a bigger show, a shinier activation, a more aggressive promotion or by inviting the latest fad in the influencer, INFINITI decided to do the unthinkable. No sales pitch. No shouting out. No celebrity guests. Just the car and you. INFINITI introduced Audio Hunters, an immersive experience where visitors get to know the car in a unique and exclusive way. The Hunters were equipped with high-end headsets enabling them to walk freely through the stand, unlocking and uncovering hidden audio bites placed around the cars, containing stories from real INFINITI drivers allowing them to get new and different perspectives on their favorite models. We didn’t just show our cars. We let our cars do the show.

Creative Execution

So the overall technology is a fusion between BLE indoor location mapping, BLE Proximity ranging and 5GHz + 2.4GHz WiFi ranging. This allowed us to create an ultimately accurate zoning and layout plan of the activation area. We developed our own Operating System + Software which we then flashed on to smartwatches and these were now geared to understand only the RF mesh that we had created and based on that understand which zone or location they were in. We then added on a pair of headphones and based on location and direction, delivered the audio bites to our hunters. The visitors were welcomed to interact with the watch interface and eventually book a test drive. All this data was captured and further we marked and captured every possible piece of data to produce some of the most detailed crowd and personal analytics that one could wish for. 

Instead of adding to the noise with our sales speech, we cut through it, thanks to our tech activation, allowing our visitors to get to know our models in a more personalized approach, on their own terms. We enabled 612 participants to create an emotional connection with their favorite model through 1,693 minutes of real human stories consumed. Ultimately, turning each of our cars into the best salespersons, converting 39% of our “Hunters” into leads and exceeding our sales target by 119% with 57 cars sold over the course of 4 days during the Dubai International Motor show.

During the Dubai International Motor Show where the loudest wins, INFINITI defied the rules by designing an exclusive experience enabled by technology and real drivers’ stories: The Audio Hunters activation. It gave the occasion to our prospect buyers to have a better understanding and create an emotional connection with their favorite model on the stand, despite the overwhelming environment. Thanks to Audio Hunters, INFINITI captured its visitors’ data allowing an effective and personalized retargeting initiative, ultimately leading the brand to exceed its sales target by 119%.

Credits

Name Company Position
Walid Kanaan TBWA\RAAD Chief Creative Officer
Fouad Abdel Malak TBWA\RAAD Executive Creative Director
Manuel Borde TBWA\RAAD Creative Director
Alberto Triana TBWA\RAAD Senior Copywriter
Federico Mariani TBWA\RAAD Senior Art Director
Mahesh Powar TBWA\RAAD Senior Art Director
Simon Raffaghello TBWA\RAAD Head of Copy
Kim Ravenhall TBWA\RAAD Account Director
Mariam Koumaiha TBWA\RAAD Senior Account Executive
Maxime Menant TBWA\RAAD Planner
Ashleigh Morgan TBWA\RAAD Senior Account Executive
Joe Laham TBWA\RAAD Head of Client Services
Hazem Atieh / Ezzat Habra TBWA\RAAD Creative Services Managers
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