2019 Winners & Shortlists

Why is this work relevant for Media?

INFINITI have always shown leadership in innovation, to showcase this leadership for the launch of the INFINITI QX50, they amazed consumers with a disruptive experience in the Mall of the Emirates, where prospects frequent and would least expect the new QX50. INFINITI provided consumers with “digital test drives” by leveraging the use of augmented reality and real-time motion detection technology and created what seems to be a traditional digital OOH screen to an LED screen that transformed drivers’ existing cars into the new QX50 as they passed by the digital LED screen. This experience was then amplified through digital media.

Background.

In a decreasing automotive D-Segment market that has a drop-in purchase consideration for premium automotive models, INFINITI faced a challenge to launch the all-new QX50 in an innovative way and stand out in the minds of consumers. INFINITI was tasked to create an experience about the new QX50 that is disruptive. The objective of the idea was to stay ahead of the competition by generating both consumer visibility in high traffic locations & genuine buzz around the first of its kind execution in the region. As a gauge of success, we aimed for: • 3.4% increase in purchase intent • 3.6% increase in brand favorability • 9.1M impressions from the ambient media content • 482K video views from the ambient media content

Describe the creative idea/insights

We were challenged to increase footfall across Infiniti showrooms by delivering a unique QX50 test drive experience to the consumers. We took this challenge hands on by creating a disruptive and engaging consumer experience that not only generated buzz but also showcased Infiniti’s innovative, forward thinking. We deployed an ambient media execution with a large LED screen that featured motion-detection technology in one of Dubai’s highest traffic premium malls – Mall of the Emirates. Our target audience were left amazed with a “Digital Test Drive” experience that featured augmented reality and real-time motion detection technology. This innovative experience was then amplified native publishers and influencers.

Describe the strategy.

There was an overall drop of in-market audience by 13% due to the economic situation and the introduction of VAT in the UAE influenced a 39% drop in sales for the first quarter of 2018, affecting targets with a drop-in car dealership visits from 3.7 in 2014 to 2.7 in 2017. Moreover, the premium audience is only interested in technology if it adds value to everyday life. Scoring an index of 153 against the statement “I seek technology that provides real improvements and efficiencies in the everyday”. With the drop-in consumer consideration and footfall to showrooms, we had to bring the test drive to the consumer using technology itself. We deployed an ambient media execution in one of Dubai’s highest traffic premium malls. Our target audience were amazed with a “Digital Test Drive” experience featuring augmented reality and real-time motion detection technology. This innovative experience was amplified through native media.

Describe the execution.

From afar, what seemed to be a traditional OOH LED screen showcasing INFINITI TVCs, would in real-time provide consumers with digital test drives. The innovation and user engagement with a real-time experience, allowed the QX50 to create impact in a memorable way. Once a driver passes the ambient media, the screen transforms into a mirror reflection with the driver driving the INFINITI QX50 instead of his car, bringing the QX50 test drive experience to the consumer without getting out of their own car. To amplify the QX50 experience through media, we created hype around the campaign by inviting influencers, native publishers like Insydo to capture passersby reactions of disbelief and astonishment. We extended the reach of the QX50 experience with engaging live streams on Instagram and branded content partnerships on Facebook during the days of the activation. Insydo then used this custom content on their platforms to maximize awareness.

List the results.

We conducted a 3rd party research through Milward Brown, where brand lift study for the QX50 launch campaign witnessed an 8.6% increase in purchase Intent vs. the regional benchmark of 3.4% and 9% increase in Brand Favorability vs. the regional benchmark of 3.6% During the activation, we transformed 1000 cars and delivered “Digital Test Drives” to the core target audience The QX50 ambient media content drove 15m impressions vs. planned of 9.1m and 669K video views (vs 482k) while the overall launch campaign achieved 1,203 leads, 3% higher than target, 162M impressions, 94% higher than target and 14M views, 93% higher than target.