Campaign details

Brand: INFINITI Middle East
Agency: Four Communications Group

Objectives

With the regional automotive market down 23%, Dubai International Motor show (DIMS) was the occasion for car brands to show off their latest models. With 550+ cars presented and 101 "exclusive" regional launches, everyone was trying to shout the loudest. And it was at DIMS where INFINITI was set to hold the global launch of its biggest model of the year - the QX80.

  1. Business objective: Generate sales leads for the QX80 at DIMS Communications objective: Successfully introduce the car and engage audiences in a creative way
  2. Business objective: Drive sales for the QX80 following DIMS Communications objective: Educate target audiences about the vehicle through a sustained campaign
  3. Business objective: Create excitement among regional and global stakeholders around the INFINITI brand and its core value: Empower the Drive
  4. Communications objective: Deliver another industry-first for INFINITI - a challenger brand committed to innovation

Planning