2019 Winners & Shortlists

MY FIRST INFINITI AD

Client/BrandARABIAN AUTOMOBILES COMPANY INFINITI
Product/ServiceINFINITI CARS
EntrantMULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
Type of EntryStrategy
CategoryAcquisitions & Retention
Idea Creation MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
Media Placement INITIATIVE MENA Dubai, UNITED ARAB EMIRATES
Production DEJA VU Dubai, UNITED ARAB EMIRATES
Production 2 SATORI Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Direct?

To help the showroom visitors deciding on purchasing our cars, we wanted them to feel as if they were already the owners. In this campaign, our target wasn't the traditional INFINITI target; they were looking for an upgrade, their first luxury car. So, we offered them the opportunity to share their achievement with their families and friends back home - if they bought the cars. 38% of the showroom visitors accepted to participate - and even if they didn't, it was an excellent opener for the sales team, helping raise the conversion rate to 27%.

Background.

The Dubai automotive market has been presenting low numbers for the last few years. The INFINITI Trade-In campaign has always been successful in bringing people to the showroom, but the market made it difficult to convert visitors into buyers. Our challenge was to come up with something to increase walk-ins and, most important, the conversion rate. And we had to do it with a smaller budget than previous years.

Describe the creative idea.

When potential customers entered INFINITI's showroom, we offered them a photo shoot with their favourite model. But not only that. If they bought it, we would run an ad in their hometown and in their native language - so they can share the news with their families and friends

Describe the strategy.

According to a study from the USA and Taiwan (The Pursuit of Social Recognition through Luxury Service Brands), social recognition is an essential factor when people buy luxury items – like a brand-new INFINITI. The problem is that in Dubai, a city where 83% of the residents are expats, people are thousands of kilometres away from those they want to impress, their long-time friends and family. And these expats are the primary target of the INFINITI Trade-In campaign.

Describe the execution.

We ran the activation at the Arabian Automobiles INFINITI Showroom during the Trade-In campaign. We then ran one single ad with the buyers pictures in their hometowns' newspapers.

List the results.

A total of 323 people walked-in the showroom – 114% higher than the same campaign in the previous year. Of these 323, 38% of the visitors agreed to pose next to their favourite models for our campaign. We managed to increase the conversion rate from 21% to 27% during the campaign.

Credits

Name Company Position
Miguel Dianda MullenLowe MENA Creative Director
Rodrigo Nakaza MullenLowe MENA Art Director
Marcelo Zylberberg MullenLowe MENA Copywriter
Alfonso Arbós MullenLowe MENA Creative Director
Tomás Lavagno MullenLowe MENA Creative Director
Mohammed Jawad MullenLowe MENA Motion Graphic Designer
Seif Kandil MullenLowe MENA Business Director
Marianne Bassil MullenLowe MENA Account Director
Omar Sallam MullenLowe MENA Account Executive
Nathalie Garino AW Rostomani Brand Director
Ahmad Shamesedin AW Rostomani Brand Manager