Infiniti -- Launching a Brand Across 15 Countries Using Digital Channels from TMW MOTION on Vimeo.
Raise awareness of Europe's first major luxury car brand entirely through digital channels.
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.
One of the first car launches in years that has relied solely on digital channels to bring the brand alive
Ed Howarth, Business Director