2017 MEPRA Awards – Best Launch Live Event/Stunt Gold Award: INFINITI Middle East with TBWA RAAD, OMD and Four Communications Group

Entry Overview:

The challenge

The automotive market in the Middle East has been going through its toughest time in recent history.

When we were asked to launch the latest INFINITI model, the Q50S, in this highly competitive marketplace, we knew it wouldn’t be a simple task.

In a market traditionally dominated by big names like Mercedes, Lexus and Audi, INFINITI has always been the challenger brand.

And the playing field was tougher than ever.

The approach

In order to succeed, we needed to capture the hearts and minds of our target audience, drive conversation in earned media amongst established automotive giants with big media budgets, against a challenging industry backdrop.

We knew from our research that for true sport sedan car aficionados it is not about the way it makes them look, it’s about the way it makes them feel.

With robust objectives and KPIs in place and in-depth industry and audience research guiding our direction, we developed a fully integrated communications launch campaign.

The strategy

Under the banner of “Unleash Your Potential”, we decided to let science speak rather than words.

We set out to prove – for the first time ever – the emotional performance of a car.

The execution

To kick off the campaign, INFINITI carried out a first-in-the-world experiment to scientifically measure the drivers’ brain waves while behind the wheel of the Q50S.

The data was then translated into a soundtrack delivering a piece of art empowered by the Q50S performance.

Thousands of fans got to experience this emotion through a live launch performance at the Dubai Mall fountain.

The result

This innovative brand experience resulted in the Q50S being the most successful launch ever for INFINITI Middle East.