This September, Infiniti Europe will launch its first ever, fully-integrated and multi-channel brand campaign that aims to change the face of performance luxury motoring across Europe – with other markets to follow.
With this campaign, the Japanese modern luxury car manufacturer looks to position itself as a credible alternative to the big three German marques with a big idea called ‘Since now, the perfect line is a curve’. The creative platform was developed by TBWA\G1 in Paris and was inspired by meetings with the Infiniti Design Team and Infiniti Chief Creative Officer, Shiro Nakamura. It embodies the brand’s challenger ethos and puts a strong emphasis on both its design and performance credentials whilst aiming to shake up the luxury car market currently dominated by Mercedes, Audi and BMW with a provocative message stating: heritage means nothing and straight lines are boring.
Alasdhair MacGregor Hastie, European Creative Director at TBWA\G1 says: "With the launch of this campaign we are more than certain of having given Infiniti its proper place in the world of high-end luxury car brands and have found an extraordinary and distinguishing big idea that will allow us to create ever stronger and more creative campaigns in the future. Because, as every one knows, the perfect line, is a curve."
Jean-Pierre Diernaz, Marketing Director, Infiniti Europe, adds: “As well raising awareness of Infiniti Europe, this campaign is about building brand familiarity so consumers understand what sets us apart from the competition. Performance motoring and graceful strength are at the heart of the brand, which is something we are keen to convey with this campaign.” The campaign marks a series of firsts for the brand in Europe including its first ever TV presence and the launch of social media platforms as well as being the first brand to launch a campaign in Europe across four screens. Additionally, with an exclusive X-Box and Microsoft Kinect Content Platform along with MSN homepage takeovers and Infiniti Europe’s largest media investment ever, the brand is looking to make a big splash.
The new brand campaign forms part of an ambitious plan that will support the launch of the high-performance Infiniti M Hybrid and the reveal of a special FX concept model at the Frankfurt Motor Show. Content around the Red Bull Racing F1 partnership will also fit under this platform whilst bolstering the brand’s performance credentials by optimising the connection with current F1 World Champion Sebastian Vettel.
Credits:
The Infiniti campaign was developed at Infiniti by Jean-Pierre Diernaz, Martin Jobin, Sandra Plakke, Nha Thi Lieu, at TBWA\G1, TMW and OMD, by creative directors Alasdhair MacGregor Hastie (TBWA\G1) and Paul Tullo (TMW), creative teams Adam Mandelstam and Douglas Rocha, Paul Wauters and Kate McMullen (TBWA\G1), Jeff Bowerman, Jasmine McCorry & Andrew Turk (TMW), agency producer Herve Dommange, account management teams Ewan Veitch, Christian Stein, Marie-Pacifique Blanckaert and Gaelle Santamarta (TBWA\G1), Julie Roberts and Rob Carter (TMW), strategic planners Filippo Dell Osso and Luca Vergano (TBWA\G1), and Richard Pentin (TMW).
Via: The InspirationRoom.com
