New luxury from Japan
TBWA Zurich is launching Infiniti—Nissan's luxury brand—in a campaign spanning 15 countries across Europe.
The Infiniti car brand has been on the market since 1989. Until now, this luxury brand from Nissan has only been sold in Japan, the USA, the Middle East and Russia. Now Infiniti is to be introduced in Europe as well. In the fall of 2008, a multi-stage pitch for strategy and creation was launched throughout Europe within the TBWA network. TBWA Zurich was successful against its sister agencies TBWA London, Manchester and Milan.
"We are responsible for the European strategy, which will be largely embedded in the global strategy. As the European market is a key market, we will also be heavily involved in the global development of the brand," says Matthias Kiess, the Managing Director responsible in Zurich. Magnus M. Sambo and Frederik Rossmann act as CD. Strategic Planning Director is Daniel Rickert.
This team bases its ideas on the "emotional engineering" specified by the factory. The new cars are characterized by sportiness, high performance and innovative design. The design language is based on human and emotional inputs. These are in visible competition with the more technical and steely attributes of the German brands BMW, Audi and Mercedes. Infiniti claims to have a "more authentic and warmer appearance". This could be paraphrased as "Adeyaka". This is the title of Infiniti's customer magazine. The term can be translated as dynamic, colorful and elegant. TBWA chose the promise of quality as the creative idea: "The same is not the same." This can be found in the headline. But also in the overall style. The familiar rules of car advertising are deliberately broken up and redefined. The design is very experimental and is defined by intense colors, shapes and contrasts.
The luxury brand Infiniti is intended to appeal to younger, entrepreneurial and successful individualists who are looking for something different but also authentic. The models start at 250 hp and cost at least CHF 60,000. In Switzerland, they are offered "boutique-style" in just two showrooms in Geneva and Zurich.
Andreas Panzeri
"We are responsible for the European strategy, which will be largely embedded in the global strategy. As the European market is a key market, we will also be heavily involved in the global development of the brand," says Matthias Kiess, the Managing Director responsible in Zurich. Magnus M. Sambo and Frederik Rossmann act as CD. Strategic Planning Director is Daniel Rickert.
This team bases its ideas on the "emotional engineering" specified by the factory. The new cars are characterized by sportiness, high performance and innovative design. The design language is based on human and emotional inputs. These are in visible competition with the more technical and steely attributes of the German brands BMW, Audi and Mercedes. Infiniti claims to have a "more authentic and warmer appearance". This could be paraphrased as "Adeyaka". This is the title of Infiniti's customer magazine. The term can be translated as dynamic, colorful and elegant. TBWA chose the promise of quality as the creative idea: "The same is not the same." This can be found in the headline. But also in the overall style. The familiar rules of car advertising are deliberately broken up and redefined. The design is very experimental and is defined by intense colors, shapes and contrasts.
The luxury brand Infiniti is intended to appeal to younger, entrepreneurial and successful individualists who are looking for something different but also authentic. The models start at 250 hp and cost at least CHF 60,000. In Switzerland, they are offered "boutique-style" in just two showrooms in Geneva and Zurich.
Andreas Panzeri
Sensual play of shapes immersed in emotional colors: The cars were photographed in real life, the background was generated on the computer.
