Infiniti car marque launches TV and social media drive

Infiniti: rolls out 'since now, the perfect line is a curve' campaign
Infiniti: rolls out 'since now, the perfect line is a curve' campaign

Infiniti, the luxury car division of Japan's Nissan Motors, is ramping up its activity in Europe by kicking off a three-year brand campaign with the new tagline "Since now, the perfect line is a curve".

The new campaign, which will be rolled out across the continent's principal markets, including the UK, France, Germany, Switzerland and Italy, forms part of a plan to increase brand awareness.

Infiniti launched its first models on the North American premium car market in 1989 but its official European launch did not come until the Geneva Motor Show in 2008.

Until now Infiniti's marketing has been limited mainly to a global partnership with the Red Bull Racing Formula 1 team, forged in March, and the appointment of reigning F1 world champion Sebastian Vettel as its global brand ambassador.

It ran a pan-European digital and direct mail campaign to promote its new model Infiniti M in October last year.

The brand is now sold in 21 European markets and is aiming to expand its share of the global luxury car market to 10% by 2016.

The new pan-European campaign, which has been created TBWA\G1 in Paris, includes a series of television ads which will break on Saturday (3 September).

Jean-Pierre Diernaz, marketing director of Infiniti Europe, said: "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 three ads will showcase the brand's M35h hybrid saloon, FX and EX models, with the "Since now, the perfect line is a curve" tagline, as the brand seeks to highlight a new approach to design and performance.

Infiniti will, for the first time in Europe, have its own YouTube channel and Facebook page. Previously, activity of this kind has been confined to its US marketing presence.

Its other online marketing will see ads posted across MSN and a presence on the Xbox gaming network.

TMW will act as the brand’s digital and social CRM agency, while OMD International will be responsible for media planning and buying.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message