Infiniti, the luxury automotive brand from Japan, is launching a limited edition Black and White version of its FX cross-over model across Europe. The special edition, of which there will only be 500 available (250 in black and 250 in white) will be supported by an integrated marketing campaign, which launches in January across 13 European markets.
Creative influence agency TMW has led the creative development and will handle web, mobile, digital advertising, email and social media elements. Press and outdoor are being managed by TBWA\Paris.
This latest push forms part of Infiniti’s continued strategy to position itself as an alternative to the big three German marques. The campaign will run until March 2013, bolstering the brand’s European presence ahead of the 2013 Geneva Motor Show where an all new model will be launched (the Q50 sedan). It follows the recent confirmation that Infiniti will be deepening its collaboration with Red Bull Racing in Formula One to title partnership, with the team now being named Infiniti Red Bull Racing. Infiniti has also become a Technical Partner to the World Championship-winning team.
Martin Jobin, marketing communication content manager at Infiniti Europe, comments: “2013 promises to be a very exciting year for us as we continue to grow the Infiniti brand in Europe. As our presence develops, it’s essential that we maximise the reach of our campaigns to deliver a consistent and seamless message.”
Ed Howarth, business director at TMW, adds: “The Infiniti FX cross-over is Infiniti’s most popular model, combining an iconic presence with impressive performance. Our focus for this campaign was to bring the model to life with a sophisticated style that is in line with the brand’s luxury credentials. The campaign has been activated through-the-line and at all touch points, with digital channels remaining at the heart of our strategy.”
Infiniti comes from Japan. Its line-up of performance sedans, coupés, convertibles, SUVs
and crossovers is now being launched across the globe through a dedicated network of Infiniti Centres or dealerships which share a commitment to individualised and exceptional customer service. For more information, see Infiniti.com
About TMW – A Creative Influence Agency
Founded in 1987 by Paul Tullo, Richard Marshall and Chris Warren, TMW has evolved into one of the UK’s leading creative agencies.
To engage with today’s consumer, the agency has developed an innovative approach called ‘Intelligent Influence’. TMW guides brands and organisations through the complexities of today’s consumer and business environments by identifying the key influences that affect how people think, behave and spend. This approach recognises and builds on the opportunity to create greater brand engagement by encouraging consumer participation with brands.
The agency offers a wide range of services from data planning and analytics, CRM & eCRM, to content creation and shopper marketing. Campaigns are executed across a breadth of channels including email, social media, mobile and video. The agency also has a division dedicated to the healthcare sector.
TMW works with some of the world’s most respected companies and brands, including Unilever, Diageo, Nissan, T Mobile, Pfizer, Sony and Sainsbury’s.
In 2006, TMW joined Creston plc, the FTSE-listed insight and communications group, comprised of eleven agencies divided into three divisions: Insight, Communications and Health. For more information visit www.tmw.co.uk
For press queries, please contact Louisa Papachristou at TMW
T: 020 7751 5039 E:
Published on: 1:37PM on 17th January 2013