Infiniti Marks Ambitious Growth Plans in Europe With Three-Year Multimedia Brand Campaign

ROLLE, SWITZERLAND – Sept 2, 2011: Infiniti, the luxury performance automotive brand from Japan, has today entered a new era with the launch of the ‘Since now, the perfect line is a curve’ integrated pan-European multimedia campaign spanning the next three years. The initiative neatly encapsulates the brand’s latest proclamation that Infiniti is resetting the time on conventional approaches to design and performance and is introducing a unique brand fingerprint in its approach to both – by harnessing the aesthetic and powerful aspects of curves.

Following the marque’s successful launch in 21 European markets since 2008, Infiniti is now entering a new growth phase with a plan to expand its share of the global luxury car market to 10%by 2016. The new brand campaign, which will be rolled out across the continent’s principal markets, including the UK, France, Germany, Switzerland and Italy, forms part of an ambitious plan that has already seen an increase in awareness through the global marketing partnership with the Red Bull Racing Formula One team and by appointing driver and reigning World Champion Sebastian Vettel as their Global Brand Ambassador. This alliance further emphasises the different point of view that Infiniti has adopted regarding ‘performance’: The brand does not examine what the competition is doing, but sets its own agenda, and the reveal of the FX concept model (with design input from Vettel) at the forthcoming Frankfurt Motor Show on September 13 proves that Infiniti creates its own path.

The new promotion strategy embodies the vehicle manufacturer’s position as a ‘challenger’ brand, and places an equal emphasis on both their design and performance credentials. Building on Infiniti’s official tagline of ‘Inspired Performance’, the creative theme is based on the curves inherent in every model which are not only aesthetically pleasing, but are equally fundamental to the cars’ performance. It is also a subtle behavioral statement: Infiniti constantly bends the rules.

The media plan is extensive reaching 80% of ABC1 Adults 35+ and is active all the way through to December to maintain presence throughout the key sales periods. Starting in the UK on 03 September 2011, Infiniti will be shown on television in a series of three advertisements on the ITV1, Channel 4 and Sky channels, featuring the M35h hybrid saloon as well as the FX and EX high performance crossover models. These commercials will run alongside the carmaker’s sponsorship of the Wednesday Selection on Eurosport, the pan-European television sport network.

Infiniti Europe will also be further embracing the power of social media by debuting its first ever Facebook page which will complement viral activity and online advertising including an innovative partnership with MSN, an extended presence on the Xbox gaming network; a refreshed corporate website, in addition to a portal for mobile handset users.

Jean-Pierre Diernaz, Marketing Director, Infiniti Europe, says: “As well as raising awareness of the Infiniti marque in Europe, this campaign is about building brand familiarity so consumers understand what sets us apart from the competition. The promotion embodies the brand’s entire essence, articulating the design aesthetic with an emphasis on sensuality and curvaceousness, and most importantly, Infiniti’s performance philosophy. The sheer driving pleasure of a car is achieved when there is an organic bond between driver and machine, attained through an almost philosophical understanding of the attention to detail that creates a sensational driving experience. This campaign supports this message in a highly impactful way.”

TBWA\G1, based in Paris is the lead creative agency while TMW is the digital and social CRM agency. OMD International will be responsible for media planning and buying.