Infiniti car marque launches TV and social media drive

Infiniti, the luxury car division of Japan's Nissan Motors, is ramping up its activity in Europe by kicking off a three-year brand campaign with the new tagline "Since now, the perfect line is a curve".

Infiniti: rolls out 'since now, the perfect line is a curve' campaign
Infiniti: rolls out 'since now, the perfect line is a curve' campaign

The new campaign, which will be rolled out across the continent's principal markets, including the UK, France, Germany, Switzerland and Italy, forms part of a plan to increase brand awareness.

Infiniti launched its first models on the North American premium car market in 1989 but its official European launch did not come until the Geneva Motor Show in 2008.

Until now Infiniti's marketing has been limited mainly to a global partnership with the Red Bull Racing Formula 1 team, forged in March, and the appointment of reigning F1 world champion Sebastian Vettel as its global brand ambassador.

It ran a pan-European digital and direct mail campaign to promote its new model Infiniti M in October last year.

The brand is now sold in 21 European markets and is aiming to expand its share of the global luxury car market to 10% by 2016.

The new pan-European campaign, which has been created TBWA\G1 in Paris, includes a series of television ads which will break on Saturday (3 September).

Jean-Pierre Diernaz, marketing director of Infiniti Europe, said: "As well as raising awareness of the Infiniti marque in Europe, this campaign is about building brand familiarity so consumers understand what sets us apart from the competition."

The three ads will showcase the brand's M35h hybrid saloon, FX and EX models, with the "Since now, the perfect line is a curve" tagline, as the brand seeks to highlight a new approach to design and performance.

Infiniti will, for the first time in Europe, have its own YouTube channel and Facebook page. Previously, activity of this kind has been confined to its US marketing presence.

Its other online marketing will see ads posted across MSN and a presence on the Xbox gaming network.

TMW will act as the brand’s digital and social CRM agency, while OMD International will be responsible for media planning and buying.

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