Infiniti, the performance automotive brand from Japan, is set to launch a new Pan-European mobile version of its website so that consumers can access Infiniti content while on the move via their PDAs regardless of their location. Digital and direct agency, Tullo Marshall Warren (TMW), has developed the mobile site as part of an on-going strategy to ensure consumers can engage with the brand from all mediums depending on their preference. The site is being rolled out across 15 markets in Europe.

TMW has designed the site to use sophisticated device detection in order to cater for all phone handsets, including Smartphones. A full experience is delivered to the handsets while special features, such as streaming video and product carousels, ensure that Smartphone users get the best experience from their phone. Also, Infiniti has included their Infiniti TV section of the website for Smartphone users which includes engaging vehicle and brand videos.

To access the site, consumers just need to type in the same web address as the normal website - - and they will be automatically re-directed to the mobile version of the website.

Consumers will be able to glean a raft of information about Infiniti, such as access to a request a test drive form, request a brochure form, register for the Infiniti Insider newsletter, gain more information about Infiniti and about the Total Ownership Experience programme (VIP Service and Touring Assistance). They can also choose a colour for each car on the vehicle landing pages (on Smartphone versions).

Selena Harrington, Senior Account Director at TMW, says: “Launching the Infiniti mobile site has opened up a new channel for the brand in Europe. The ease-of-use and intuitive design makes the site a pleasure to explore, and we are confident that consumers will be more inclined to engage with the brand while on the move.”

Douglas McDonald, Head of Mobile, comments: “The new Infiniti mobile site sets the brand apart from the competition, as mobile functionality has truly been thought about. Content is never more than two clicks away as our focus was to ensure that users did not have to load page upon page to find what they wanted.”

Interestingly, the site is also accessible from an iPad, although it wasn’t built for iPad optimisation.

Martin Jobin, Interactive Marketing Manager at Infiniti Europe, says: “The new mobile site reflects our position as a company that likes to innovate the market. We also want to inspire consumers to try something new, and we believe that TMW has helped us to create a site that will increase the consumers’ engagement of the brand.”

Published on: 12:53PM on 5th January 2011