2019 Winners & Shortlists

MY FIRST INFINITI AD

Short List
BrandARABIAN AUTOMOBILES COMPANY INFINITI
Product/ServiceINFINITI CARS
EntrantMULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
CategoryCars & Automotive Products & Services
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

Cultural/Context information for the jury.

The INFINITI Trade-In is one of the most successful campaigns of the brand, attracting a high number of visitors to the showroom. With less money than the year before, we had to increase the number of walk-ins and the conversion rate. Insight: Social recognition is an essential factor when people buy luxury items – like an INFINITI. The problem is that in Dubai, a city where 83% of the residents are expats, people are thousands of kilometres from those they want to impress, their long-time friends and family. Idea: We offered visitors an ad in their language in their hometown newspapers, sharing the good news with friends and family if they bought the car. Results: 323 people walked-in the showroom – 114% higher than the same campaign in the previous year. 38% of the visitors agreed to pose next to their favourite cars. Increased conversion rate from 21% to 27%.

Credits

Name Company Role
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