Brand | INFINITI |
Product/Service | INFINITI |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Creative 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
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 |
Links
Supporting Webpage