2017 MEPRA Awards Consumer Goods – Gold Award: INFINITI Middle East with Four Communications Group

Entry Overview:

A challenger

INFINITI is a challenger brand.

So, when the all new INFINITI Q30 arrived in the Middle East, we knew this had to be a different kind of consumer campaign.

The automotive market was struggling – new car sales were down across the region and the outlook was bleak.

Our task was further complicated by the fact that this was the first time INFINITI had introduced a sport compact hatchback, a category that represents only 3% of the premium automotive market.

Going against established competitors in the segment such as BMW and Audi meant we had to do something different.

We had to be challenge the norm.

Informed by research

We carried out extensive audience research ahead of the launch. This played a vital role in shaping our campaign strategy.

We looked at what our audiences cared about, what inspired them and how they connected to brands and products.

The result was a strategic and tactical approach that spoke directly to our target audience and – most importantly – helped drive sales.

Our strategy – “Born to Challenge”

Our strategy was based on the belief that when you challenge what’s conventionally thought possible, bold new expressions appear.

The Q30 was born with that attitude and our target audience embody it.

To affect change, you must challenge.

Our campaign

We developed a two-pronged tactical plan

1) An engaging launch event which challenged the norm

2) A drive event with leading regional opinion formers and influencers to showcase the unique USPs of the car

In line with the strategic direction, our tactical plan focused on the “challenger” theme.

Results

The Q30 was the first ever hatch to be introduced by INFINITI – something the brand felt could contribute strongly to the premium C-segment. Looking back on the launch, the numbers prove the success of this campaign.

https://www.youtube.com/watch?v=nB7tLp_LAU4&feature=youtu.be