Infiniti, the premium performance car brand in Europe, is set to launch a new model to its range – the Infiniti M. As with all Infiniti models, inspired performance sits within the heart of the Infiniti M, while luxury, design and innovative feature makes this car really stand out from the crowd. Digital and direct agency, Tullo Marshall Warren (TMW), has developed an integrated campaign to be rolled out across 15 markets in Europe, which will encompass digital and DM to drive customer awareness, engagement of the brand and encourage them to request a test drive of the car.

The overall tone of the campaign reflects the brand’s characteristics: bold, provocative, confident, clear, optimistic and challenging.

The Infiniti M was launched into the premium sedan E-segment, which is a hugely competitive sector, but this vehicle has been positioned as distinctively different and will offer drivers a more dynamic, indulgent and emotional choice. The Infiniti M is seen as a premium performance sedan that rewards the five senses: it has refinement, offers high quality comfortable interior, powerful rear wheel drive with Infiniti handling characteristics and is beautifully crafted from exquisite materials. The cabin is designed to refresh and inspire those within it.

TMW has creatively developed a microsite using cutting-edge computer generated imagery (CGI), to help to enrich the customer’s experience of the brand. The microsite, using parts of the visualiser movie directed by TMW, brings the vehicle to life and allows customers to explore and interact with Infiniti M by changing the exterior colour, interior trim combinations and wheels in high-quality 3D. In addition, any customers with an iPhone 3G or 4G can enjoy and explore the car by viewing high-end photography, spinning the car 360° and selecting various colour options; to watching in-depth interviews or stunning hyper-real CGI film clips.

Full shopping tools have been integrated within the microsite, so once the viewer has explored the car they have the option of requesting a brochure, requesting a test drive or finding their local Infiniti Centre.

Infiniti M will also feature in the e-newsletter – Infiniti Insider e-zine – designed to give customers the inside scoop on the brand’s latest developments. Furthermore, to support the digital campaign, TMW has developed a DM pack and dealer templates.

Infiniti is targeting potential customers from its database, who have opted to receive on-going communications. These customers have been profiled as being in their late 40s with high disposable incomes, successful careers and demonstrating a certain degree of entrepreneurial flair. Many of them are in senior management or running their own business in the design led or creative industries.

The Infiniti range also comprises of its flagship Infiniti FX, the Infiniti EX crossover, the Infiniti G Coupé, the Infiniti G saloon and the Infiniti G Convertible. The Infiniti M will feature a choice of petrol and diesel, and in 2011, a hybrid V6 engine, will provides the vehicle with a credible and broad customer offering.

Martin Jobin, Interactive Marketing Manager at Infiniti Europe, says: “The Infiniti M represents a landmark event, which broadens our line up by entering a new category. TMW has developed a campaign which shows potential customers that our vehicle offers not only luxurious performance but a sedan that feels energising for the style-conscious individual.”

Ed Howarth, Senior Account Director at TMW, adds: “We developed the campaign to showcase the vehicle performance credentials. The visualiser gives people the opportunity of really experiencing the car through virtual technology. We focused specifically on maximising reach to drive awareness by optimising the various communications channels to encourage test drive of this luxurious sedan.”

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About TMW
TMW, founded in 1987 by Paul Tullo, Richard Marshall and Chris Warren, is one of the largest digital and direct marketing agencies within the UK and Europe. It offers clients a full range of services from strategy and planning through to creation, implementation, measurement and evaluation. With specialised departments including insighttmw (database management and analytics), publishingtmw (customer magazines and online content), activationtmw (experiential, retail and promotional marketing), tmwdigitalhealth (healthcare marketing) and Planning & Intelligence, it is able to offer sophisticated solutions to clients’ marketing communications needs. The agency works with some of the most respected brands in the UK and globally, including Nissan Europe, Unilever, T-Mobile, Diageo, RAF and Dubai Holdings.

In 2006, TMW joined Creston plc, the FTSE-listed insight and communications group, comprised of eleven agencies, which have been grouped into three divisions: Insight, Communications and Health. The Communications division is led by Chris Warren, CEO of TMW, and also includes EMO, The Real Adventure and Nelson Bostock Communications. For more information visit www.tmw.co.uk and www.creston.com

Media contacts:
Lorna Webley at Loudmouth PR. Tel: 01494 472226
Susan Perolls at Loudmouth PR. Tel: 0207 981 9858

Published on: 9:38AM on 27th October 2010