Infiniti

Driven By Design. Inspired By Performance.

While Hispanics were more important than ever to luxury car makers, sales were growing only modestly. So, Infiniti came to us for help.

In a short time, we did extensive research, revealing that affluent Hispanics tend to make safer choices when purchasing luxury cars — like BMW, Mercedes and the occasional Lexus.

This suggested that Hispanics weren’t aware of or didn’t care about Infiniti’s luxury car credentials — there was an emotional disconnect. This revelation told us that Infiniti was an outsider brand to them.

Solution: make Infiniti an insider brand. To do so, we fused Latino talents known for being great designers and performers together with Infiniti. The idea was to generate a desirable connection for the brand by giving the driving experience heart and soul. The art of performance, passion and purpose struck a chord and a nerve with affluent Hispanics.

The campaign results tell the story: Infiniti sales increased 22% across the three  markets. NY, LA and Miami. This set the stage for us to go national six months later.