|ARABIAN AUTOMOBILES COMPANY INFINITI
|MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
|Durable Consumer Goods, including Cars
MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
INITIATIVE MENA Dubai, UNITED ARAB EMIRATES
DEJA VU Dubai, UNITED ARAB EMIRATES
SATORI Dubai, UNITED ARAB EMIRATES
Why is this work relevant for Brand Experience & Activation?
Inside the showroom, "My First INFINITI Ad" was an activation that gave possible customers the final push towards buying a car.
Part of a promo that turns the brand's luxury cars affordable for everyone and attracts many visitors to the showroom, this activation surprised the clients with a simple proposal: a photo shoot with their favourite model, giving them the feeling of being INFINITI owners.
The catch was that If they bought the car, we’d run an ad in their hometown, so they could show off to their friends and families (83% of the people in Dubai are expats).
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.
|Motion Graphic Designer