Infiniti has launched a new multimedia campaign 'Since now, the perfect line is a curve' which will span the next three years. The initiative communicates that Infiniti is resetting the time on conventional approaches to design and performance, introducing a new approach to both utilising aesthetic and powerful aspects of curves.
The new brand campaign will be rolled out across principal markets including the UK, France, Germany, Switzerland and Italy, is part of a new plan to raise awareness with the global marketing partnership with the Red Bull Racing Formula One team and appointing Sebastian Vettel as their Global Brand Ambassador.
The new promotion sets Infiniti up as a 'challenger' brand, placing equal focus on design and performance credentials. Building on Infiniti's official tagline of 'Inspired Performance', the creative theme is based on the curves inherent in every model which enhances both the look and performance of the cars.
The media plan is extensive reaching 80% of ABC1 Adults 35+ and is active all the way through to December to maintain presence throughout the key sales periods.
Infiniti will be shown on television in the UK from 3rd September 2011 with three advertisements on ITV1, Channel 4 and Sky channels, featuring the Infiniti M35h as well as the FX and EX crossover models. The commercials will run alongside Infiniti's sponsorship of the Wednesday Selection on Eurosport, the pan-European television sport network.
Jean-Pierre Diernaz, Marketing Director, Infiniti Europe, says: "As well as raising awareness of the Infiniti marque in Europe, this campaign is about building brand familiarity so consumers understand what sets us apart from the competition. The promotion embodies the brand’s entire essence, articulating the design aesthetic with an emphasis on sensuality and curvaceousness, and most importantly, Infiniti's performance philosophy. The sheer driving pleasure of a car is achieved when there is an organic bond between driver and machine, attained through an almost philosophical understanding of the attention to detail that creates a sensational driving experience. This campaign supports this message in a highly impactful way."
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