SPLIT-SCREEN PERSONALITY MAKES INFINITI FAMOUS Leveraging a campaign idea across different screens and touchpoints helped to accelerate awareness, engagement and consideration for the luxury car brand, Infiniti. Coming up on the outside: the challenge for Infiniti Infiniti faced a competitive set already firmly established in terms of awareness, favourability and consideration, and including Audi, Mercedes, BMW, Porsche and Lexus. To establish itself in the luxury sector, the brand needed a creative idea and media strategy that could distinguish it from competitors – and drive awareness at all points of the purchase funnel. Campaign objectives: Launch a new Infiniti brand campaign in key EMEA markets (UK, France, Germany, Italy) Create conviction and consideration around the brand’s fusion of hospitality and performance Build awareness of and engagement with Infiniti’s brand values: performance, luxury, quality, Japanese influence Creative solution: different roles for different screens As part of an integrated campaign across TV, print and digital media, Infiniti and Microsoft Advertising developed a multi-screen strategy to reach luxury consumers across different touchpoints – and make an impact at different stages of the purchase journey. The digital campaign centred on a virtual art exhibition, built using Microsoft’s Deep Zoom technology and open to contributions from all users. The exhibition was inspired by the Infiniti aesthetic, “the perfect line is a curve”, and took the form of a live mosaic of images and video hosted on an online hub and on the Xbox Live interface (a first for the technology). Microsoft Advertising and Infiniti developed tactical executions to leverage the exhibition across different screens. Online, MSN homepage and Car channel takeovers were used to drive traffic to the exhibition hub. A bespoke mobile site featured video, bing maps integration and click-to-call features, with expandable video banner ads driving awareness. The campaign reached a gaming audience through the Xbox Live dashboard, and consumers were able to engage with the exhibition within dealerships, via Microsoft Surface. Could this split-screen approach accelerate the brand’s progress from awareness to favourability and consideration? Executions optimised by screen Research methodology The campaign effectiveness study conducted by Microsoft Advertising and Nielsen surveyed over 500 consumers in each of France and the UK, two of the key markets for the Infiniti launch. Ad recognisers and non-ad recognisers were weighted to match the online population in each country. The responses of consumers who recognised the campaign creative on different platforms were then compared with those who did not recognise the ads. “Microsoft Advertising delivered a great piece of storytelling that came to life across different screens and contributed to a successful integrated European brand campaign for Infiniti. The results and top-quality delivery are already setting benchmarks in terms of how we deliver our future digital media activity.” John Dore Executive Director, Omnicom The results: driving consumers through the purchase funnel The campaign delivered a powerful set of results, with each channel increasing awareness, favourability and consideration. In addition, key strengths emerged for each of the major screens in the study, providing insight on the value of tailoring creative for different touchpoints: +30 +24 Online advertising through MSN drove the highest brand awareness amongst those exposed. Awareness (%age point increase) Xbox drove the greatest engagement with the advertising and the greatest recall for key brand messages. +45 +44 Creative likeability (%age point increase) +32 +17 Recommendation (%age point increase) Mobile drove the highest recommendation, favourability and consideration. By combining the strengths of the three screens, the campaign was able to increase significantly Infiniti’s competitiveness versus more established brands. In addition to raising awareness, the campaign accelerated Infiniti’s journey through the purchase funnel. The results represented a rapid closing of the gap between the new marque and long-established brands in the market.
© Copyright 2024