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.