Infiniti Targets Baby Boomers With Bold New Ad Campaign -Defining the '90s Luxury Consumer-
20 May 1997
Infiniti Targets Baby Boomers With Bold New Ad Campaign -Defining the '90s Luxury Consumer-
LOS ANGELES, May 20, -- What do Reader's Digest, Pavarotti
and "Dumb and Dumber" have in common? Surprising research released by
Infiniti reveals that upscale baby boomers are not just watching PBS,
listening to classical music and enjoying the arts. They are breaking the
stereotypical luxury consumer profile, also expressing an unexpected interest
in a broad spectrum of mainstream media and popular culture -- including
everything from Sports Illustrated and People Magazine to blockbuster films,
such as "Pulp Fiction."
This new research is at the heart of Infiniti's new, upbeat ad campaign,
"Own One and You'll Understand," which gives the Infiniti brand a unique
personality that reflects a young, smart, innovative take on the luxury
market.
"There is a myth out there that upscale consumers only enjoy upscale media
and entertainment," explains Tom Orbe, vice president of marketing, Nissan
Motor Corporation U.S.A. "But the reality is, they enjoy shows like 'ER' and
'Seinfeld.' Baby boomers are the first generation to grow up in mass
entertainment culture. If we want to reach them, we've got to entertain and
engage them."
Among the study's most notable findings:
* Today's luxury consumer is different from the '80s luxury consumer.
In the '80s, the typical upscale consumer was very image-conscious, status-
oriented and ostentatious. Today, baby boomers increasingly define the
upscale market. Similar to their counterparts in the '80s, they appreciate
excellence and the finer things in life. However, they are less interested in
status symbols and seek recognition from their friends and peers rather than
society as a whole -- expressing quieter luxury. Baby boomers are very
comfortable with who they are and what they have accomplished -- they have
"arrived." Now that they are where they want to be, they want to keep that
status, enjoy it, find balance in their lives and, most importantly, stay
young.
* Luxury consumers continue to be busy people. They have to balance the
rigors of work with time for family, friends and even a little recreation.
In fact, their limited spare time forces baby boomers to selectively choose
their TV viewing -- they watch shows by appointment rather than flip the
channels. For these people to even see a message, advertising must be
breakthrough, entertaining and engaging.
* Today's baby boomers do not become stuffy, boring people as they turn
50. The movies that were most commonly indicated as being favorites of
boomers include "Disclosure" and "Mask," "Seinfeld," "NYPD Blue" and "Frasier"
are some of their favorite television shows. The attitude of the luxury baby
boomer consumer is summed up as: "At 50, my father was 60. At 50, I am 40."
* The luxury consumer wants the time they devote to watching
advertisements to be both entertaining and rewarding. Thus, the approaches
enjoyed most in advertisements were consistent with those of the group's
favorite movies and television shows -- funny, subtle and offbeat. Baby
boomers are business people -- they often have marketing and advertising
experience and appreciate clever advertisements. Favorite ads ranged from the
popular "Got Milk" and "Levi's" campaigns to Nissan's award-winning "Toys"
commercial.
"Infiniti customers are happy with the Infiniti experience as evidenced by
Infiniti's number one ranking in the J. D. Power Customer Satisfaction Index,"
Orbe explained. "They talk about a 'special feeling' they get from the
relationship with their car. It is this feeling that the 'Own One and You'll
Understand' campaign captures. By conveying the unique Infiniti personality
-- youthful, smart, innovative -- the campaign not only arouses other luxury
car owners' curiosity, but also reinforces the bond current Infiniti owners
have with their cars."
Infiniti was established in July 1997 as the luxury car division of Nissan
Motor Corporation U.S.A. and launched its first car in 1989. Today, it is
supported by a network of more than 145 dealerships. In North America,
Nissan's operations include styling, engineering, manufacturing, sales,
consumer and corporate finance, and industrial and textile equipment. Nissan
in North America employs more than 20,000 people in the United States, Canada
and Mexico, and generates nearly 75,000 jobs through more than 1,500 Nissan
and Infiniti dealerships across the continent.
SOURCE Infinity-Nissan Motor Corporation U.S.A.