2018 Winners & Shortlists

AUDIO HUNTERS

Client/BrandINFINITI
Product/ServiceINFINITI
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
Type of EntrySectors
CategoryDurable Consumer Goods, including Cars
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

The activation took place on the INFINITI stand at the Dubai Motor show over the course of the 4 days open to the public. The activation was designed in partnership with our tech partners to create a smooth experience for our “Hunters”. Audio beacons strategically placed around and inside the cars were activated and triggered based on motion matching the right content accordingly to our Hunters’ location. The best advertising on the ground for our activation was the actual participants going through the experience with prospects around the stand wondering what the “people with headsets” were doing and why our stand looked like a silent rave party. To get the visitors to engage even further with our content over the span of 4 days, exclusive audio bites with immediate prizes, including F1 tickets, were hidden around the stand and released throughout the day.

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

Instead of adding to the noise with our sales speech, we cut through it 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.

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

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%.

Knowing that the audience of the Dubai Motor Show is composed of prospect buyers but also of curious pass byers we needed to create an experience that would focus on capturing the attention of our potential buyers by isolating them from the cacophony. More than just listing the specs of the car, the audio bites were describing our cars beyond the numbers, a true human take on features and design, adding an emotional layer to the experience ultimately removing last hesitations before purchase. The Audio Hunters activation also allowed us to track our visitors’ full journey through the stand by collecting data around the time and interest spent at each model. This enabled us to personalize a unique message with relevant information following their experience to encourage test drives and sales. The retargeting initiative ultimately helped us maximized every lead captured during the activation.

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