Infiniti is launching a pan-European promotional campaign to drive sales across its range of models. The campaign, which goes live in mid-October, includes press ads, online advertising, email and mobile activity.

This latest drive forms part of the pan-European multimedia brand campaign ‘Since now, the perfect line is a curve’, which launched in September. The three year strategy aims to change the face of performance luxury motoring across Europe, positioning the Japanese manufacturer as a credible alternative to the big three German marques. It embodies the brand’s challenger ethos and puts a strong emphasis on both its design and performance credentials.

Developed by creative communications agency Tullo Marshall Warren (TMW), the promotional campaign features a strong call to action with a range of finance offers for the Infiniti M Hybrid saloon, FX and EX crossover models. The headline of one of the print ads reads ‘Since now, Inspirational performance starts with an inspired offer’ while another leads with ‘Since now, the exhilarating Infiniti FX comes with an equally powerful offer’. The ads drive consumers to the brand’s web and mobile sites to find out more information and book a test drive. They also include an SMS text back call to action. Banner ads and email activity also support the campaign.

The campaign will run across Europe’s principal markets including the UK, France, Switzerland, Germany and Italy. In the UK the press ads will feature in a range of national titles including the FT and The Independent.

Jean-Pierre Diernaz, marketing director, Infiniti Europe, says: ‘The initial launch was all about creating brand awareness. We are now taking the campaign to another level by introducing a tactical element that continues to re-enforce the brand message.’

Paul Tullo, creative partner at TMW, adds: ‘This current phase is a key part of the ‘Since now’ campaign as it marks the first set of finance led offers. Like the original brand campaign, this activity runs across a range of media to offer a seamless customer experience.’

About Infiniti
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 Tullo Marshall Warren – The Intelligent Influence Agency
Founded in 1987 by Paul Tullo, Richard Marshall and Chris Warren, TMW has evolved into one of the UK’s leading creative communications 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 Ericsson 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

Published on: 2:52PM on 12th October 2011