Infiniti: THE NON-COLLIDING PAGE

Credits & Description:

Advertiser: INFINITI
Agency: MINDSHARE UAE
Category: Best Use of Print
Account Manager: Hassan Alhindy (Mindshare UAE)
Media Executive: Gemma Mascarinas (Mindshare UAE)
Director - Client Leadership: Melhem Najem (Mindshare UAE)
Account Manager: Yara Maroun (Mindshare UAE)

Effectiveness
The print execution physically insured that all readers of the magazine wouldn’t miss our ad, and strongly delivered the concept of BCI.

Execution
We needed people to understand the concept of the BCI system. So we devised a special execution on a magazine that requested the reader’s participation to illustrate the concept of BCI. The execution: While browsing through the magazine, our advertisement prompted the readers to turn the page over for a live demo of the new INFINITI BCI technology. However upon turning the page, it was almost impossible to collide the papers together; delivering the message of `back up collision intervention` This was done through an installation of two magnets on opposing pages, which repelled each other.

Strategy
INFINITI’s new BCI (Back-up collision intervention) system is a one of a kind feature. When reversing the vehicle, the BCI detects objects and intervenes to break in time. The objective of the launch campaign was to generate sufficient awareness needed about this feature in magazines; and we needed to take it further than a simple insertion in order to ensure that the reader well consumes the message.