2019 Winners & Shortlists

Why is this work relevant for Media?

We decided to turn a dying, old-fashioned media - press - into an innovative incentive for the purchase process. We understood the needs of our target - expats in Dubai - and offered them the opportunity to be in the newspaper in their hometown, sharing the great news of owning their first INFINITI. We published single ads thousands of kilometres away, even in countries where the brand wasn't present, getting way more results than printing them in Dubai, the city of Arabian Automobiles INFINITI showroom.

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/insights

With 83% expat population in Dubai, it is harder to make a sell of a luxury item like the INFINITI cars. That's because social recognition is a key factor in the decision-making process of buying a luxury car, and the people they want to impress are thousands of kilometres away. 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.

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. So, we had to find the perfect media to impact who matter the most in this decision - their families. Instead of publishing ads in Dubai, where Arabian Automobiles INFINITI showroom is located, we reached out to newspapers in the clients' hometowns and negotiated one single ad, congratulating them for their new acquisition.

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.