Brand | ARABIAN AUTOMOBILES COMPANY INFINITI |
Product/Service | INFINITI CARS |
Entrant | MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES |
Category | Cars & 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
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 |