Category: Best Consumer Engagement
Advertiser: INFINITI EUROPE
Product/Service: BRAND
Agency: OIL PRODUCTIONS
Media Agency: OMD INTERNATIONAL, London, UNITED KINGDOM
Executive Director: John Dore (OMD International)
Head Of Events: Ros Robinson (Fuse International)
Digital Director: Angelo Perna (OMD International)
Account Manager: Lavonne Cloke (OMD International)
Media placement: Online Entry & Promotion - Design Boom.com - 18th April 2011
Media placement: Blogger Outreach & Social Media - EBuzzing, Facebook, You Tube - 4th July
Media placement: Online Gallery Of Entries - Infiniti.eu - 1st August 2011
Media placement: Online Editorial Hub & Promotion - MSN - 3rd October 2011
Media placement: Event - Shortlist Showcase - Centre Openings (Stockport, Leeds, Madrid, Luxembourg, Marseille) - 13th October 2011
Media placement: Event - Winner Announcement - Geneva Motor Show - 6th March 2012
Insights, Strategy & the Idea
This is a story of influencing the Influencer; of modern luxury and beautifully crafted cars; of visual art and changing perceptions of what car dealerships are all about.
Infiniti, a new luxury brand in Europe, suffers from low awareness. A problem in a business investing in rapid dealer expansion. We needed a solution to support this expansion and create credible impact and generate buzz.
The challenge was to find a brand relevant solution that: lived beyond one night to create a legacy to support future openings; would intrigue and entice dealers and generate a wealth of engaging content.
Infiniti exists in the world of Modern Luxury, where experiences are equally as valued as material possessions. Our Independent Achievers target are more likely to spend their free-time enjoying art, sculpture, films & photography – a territory we defined as Visual Arts. This experiential territory is where our idea needed to live.
Creative Execution
We became the production team and partnered with designboom (established creative-design community) to execute the Digital Art concept and event.
Artists registered concepts online with six finalists short-listed by an influential jury. Artists work was physically built, showcased & amplified by our team during the centre openings with live voting mechanisms. The winning entry was displayed at the Geneva Motor Show, an institution that could do with a little flair.
The combination of partners made this as good as it could be – designboom provided credibility and PR, MSN developed an online editorial hub using their Deep Zoom galleries and created a dedicated website with editorial articles to drive traffic and interest. In addition they provided interactive technologies for the live event, including Kinect & Surface 2.
A Blogger Outreach and video-seeding programme worked alongside a ‘conversations overheard’ influencer print campaign to recruit additional artists for the competition.
Results and Effectiveness
The first Digital Art competition received over 500 Artist registrations & quality submissions from across 23 countries.
€30k investment in 5 months, delivered over 9M visitors and interactions.
Across the first 5 centre opening events, our 1,400 guest headcount smashed expectations; our journalist attendance was up by 9 times previous events and we have another 10 openings already confirmed for the rest of 2012. More importantly, we has generated over 2,000 new hot leads for the dealers.
This is just the beginning of our sally into Visual Arts. The second Digital Art competition has just launched. Our legacy starts here.