The 2006 Infiniti M - Designed to Outperform
National Marketing Campaign Launched To Support the Release of All-New Infiniti Mid-Sized Luxury Sport Sedan
Infiniti, the luxury division of Nissan North America, Inc. (NNA) today announced the launch of a comprehensive national marketing campaign supporting the release of its most anticipated new model --- the all-new 2006 Infiniti M. The campaign, centered on the concept “Designed to Outperform,” is artfully showcased by a striking light gesture graphic representing the style, beauty and design of the all-new M. Starting this week, the new campaign created by TBWAChiatDay Los Angeles, will show Infiniti luxury in a new light through national print, TV, radio, out of home, Internet and grass-roots marketing efforts.
“This is one of the most important vehicles that Infiniti has launched since its inception in 1989,” said Jan Thompson, vice president of marketing for Infiniti. “Through the use of this unique and symbolic light gesture, each element in this comprehensive marketing campaign will help consumers see luxury, and the all-new Infiniti M, in a new light.”
In addition to the launch of a series of :15 and :30 second TV ads, Infiniti dealers will be displaying the gesture inside their locations on February 17th during invitation-only parties to unveil the new M45 and M35. One of the most interesting aspects of the new campaign follows on March 1st and runs until March 15th, consisting of a grass-roots and non-traditional marketing “takeover” in which street teams will project the light gesture representing the all-new Infiniti M on sides of approximately 50 buildings in Los Angeles, Chicago and New York.
“The 2006 Infiniti M is a Tier One luxury vehicle and we wanted to feed this premium image in the advertising,” said Rob Schwartz, executive creative director at TBWAChiatDay Los Angeles. “The use of the light gesture captures the essence of the M’s sensuous design and Japanese spirit.”
Another aspect of the new Infiniti M launch campaign consists of a unique online partnership between MSN and Infiniti. In a co-branded effort, consumer traffic will be drawn into the Infiniti site (http://infiniti.msn.com) though a variety of entry points including MSN.com, MSN Autos, MSN Entertainment and MSNBC. Once inside, original content features articles and images in four specific areas: Infiniti, design, entertainment and technology.
The program will deliver embedded headlines, text links and banner advertisements throughout the MSN network, targeting consumers who appreciate progressive design, entertainment, technology and automobiles. Once in the environment, consumers can browse stories written by vanguards in each field (Infiniti, design, entertainment and technology). Specifically, the Infiniti section of the site will give consumers a first look at the all-new 2006 Infiniti M performance sedan.
The 2006 Infiniti M, which is currently available for test drives at 172 Infiniti dealerships nationwide, goes on sale on February 28th. The M is offered in five models: the M35 (V6 rear-wheel drive), M35 Sport (V6 rear-wheel drive with Rear Active Steer and 19-inch wheels and tires), M35x AWD (V6 all-wheel drive), M45 (V8 rear-wheel drive) and M45 Sport (V8 rear-wheel drive with Rear Active Steer and 19-inch wheels and tires).
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