European Digital Launch

Client

Infiniti Europe

Brief

Raise awareness of Europe's first major luxury car brand entirely through digital channels.

Our Solution

How do you launch a luxurious car that doesn't exist to a niche audience of successful individuals who are not drawn to obvious showy brands? The answer is to create a series of high production CGI films of the car in action and seed them on sites where we believe our niche audience will visit.

From there we drove them to a content-rich site where they could configurate the four launch models to their own liking and sign up to a video rich eNewsletter about the car and other products and experiences we felt would interest our audience and reflect well on the car brand. Additionally, befitting the car's tech savvy audience, Infiniti became one of the first car brands to make their site content available as a mobile phone app.

RESULTS

  • 500,000+ site visits a month
     
  • 2,000,000 configurations
     
  • 10,000 app downloads in first 6 months
     
  • 76% lift in conversion
     
  • Voted one of the best car websites in Europe in 2011
 

One of the first car launches in years that has relied solely on digital channels to bring the brand alive.

Ed Howarth, Business Director

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