New brand Infiniti challenges Germany

The challenge

The small but expanding dealer network, owned by Nissan, was confronted by stiff competition from the 'German fortress brands': Mercedes-Benz, BMW and Audi. It knew that once buyers entered 'the fortress' it was very difficult for any other brand to break them out and they stayed loyal to the brand for around three purchases.

Infiniti needed something special to support its Dealer Centre openings and generate quality sales lead - something so well targeted that it would attract drivers within 'the fortress.' It needed something to create cut-through in the luxury space, generate buzz and appease Investor Partners at its openings.

Insight

The 'German fortress' was already affiliated with traditional upmarket past-times such as tennis, golf and sailing so Infiniti felt it needed something more engaging and modern in comparison. Its inspiration came when researching its audience: The independent achievers. This influential group are wealthy, free-thinking, high-flyers who have achieved success on their own terms. They spend their free-time enjoying art, sculpture, film and photography. Because of this, Infiniti wanted to create an event like no other around this territory which they defined as contemporary visual arts.

This is where its experiential idea needed to live and breathe and the plan was to launch the first International Digital Art competition to support talent in this growing field. Infiniti planned to curate and mentor artists to produce physical pieces it could use in communications and as centre pieces at Dealer Centre events. The digital element also gave the required implication of modernity and dynamism as well as being inherently shareable and cross-regional.

Solution

Working to a designated theme, artists registered concepts online with six finalists (three physical, three digital) shortlisted by an influential arts jury. Shortlisted artists work was physically built, showcased and amplified during Dealer Centre openings. These physical pieces of art were complemented by the three digital creations displayed on multiple LCD screens demonstrating the work, hosting interviews with the artists and playing back live scenes from the gathering.

To encourage interaction, Infiniti set up live-voting mechanisms to allow attendees to express their opinions. In March 2012 the winning entry was displayed at the Geneva Motor Show - a motoring institution that, like many, could do with some added flair.

Infiniti also developed a Blogger Outreach and video-seeding programme to work alongside a 'conversations overheard' print campaign to recruit additional artists.

Results

Infiniti's US$38k investment delivered a campaign worth US$630K in earned media with nine million visitors and interactions.

The first DigitalArts competition generated 521 quality proposals across 23 countries.

Over 6 months Infiniti delivered 720 000 Facebook Fan page exposures with 49 781 views. Blogger activity produced 40 articles that racked up 313 880 views with a 95% positive score.