Infiniti Design & Branding INFINITI AND RED BULL RACING F1 by TBWA\G1 Paris

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Industry Cars
Media Design & Branding
Market France
Agency TBWA\G1 Paris
Executive Creative Director Alasdhair Macgregor-Hastie - Associate
Art Director Douglas Rocha, Thomas Yve
Copywriter Adam Mandelstam, Kate Mcmullen
Client Service Director Christian Stein
Producer Veronique Eugene
Released November 2011

Credits & Description

Category: Posters
Advertiser: INFINITI
Product/Service: INFINITI
Agency: TBWA\G1
Executive Creative Director: Alasdhair MacGregor-Hastie (TBWA\G1)
Creative Directors: Alvin Chan (TBWA\G1)
Creative Director: Adam Mandelstam (TBWA\G1)
Copywriter: Kate McMullen
Copywriter: Adam Mandelstam (TBWA\G1)
Art Director: Thomas Yve (TBWA\G1)
Art Director: Douglas Rocha (TBWA\G1)
Producer: Veronique Eugene (TBWA\G1)
Art Buyer: Carine Galluffo (TBWA\Paris)
Agency President: Ewan Veitch (TBWA\G1)
Client Service Director: Christian Stein (TBWA\G1)
Account Director: Marie-Pacifique Blanckaert (TBWA\G1)
Account Manager: Gaelle Santamarta (TBWA\G1)
Account Executive: Roxana Moldovan (TBWA\G1)
Planner: Luca Vergano (TBWA\G1)
Media placement: Posters - Showrooms - 25/03/2011

Describe the brief from the client
Infiniti has been present on the European market for 3 years but failed to establish itself as the luxury brand who would challenge the German fortress. In this scenario, the Infiniti-Red Bull Racing partnership – announced at 2011 Geneva Motor show – was clearly a huge opportunity to leverage.
The brief was clear: leverage the partnership and the exclusivity of the F1 environment to drive awareness and, importantly, familiarity for the products.

Describe the challenges and key objectives

2 challenges:
1. establish Infiniti as a credible performance brand among F1 fans despite not being a technical partner,
2. create a strong link between the F1 environment and Infiniti cars.
The first challenge was tackled by behaving like athletes. we are partners with RBR, we have unique insider’s knowledge and we can access the racing data of every track in the championship through the RBR engineers.
The second challenge was tackled by using this data to credibly connect one performance USP, and one of our cars, to each racetrack.

Describe how you arrived at the final design
We matched a specific model’s USP to a particular piece of track information given to us by Red Bull Racing. We then added the colours of the host country’s flag and a pinch of cultural inspiration. This was all blended together by a host of talented designers and artists, to create a set of iconic posters in celebration of the partnership between Infiniti and RBR.

Give some indication of how successful the outcome was in the market
The overall F1 campaign was very successful and the poster contribution was pivotal. 34% of F1 fans (the target of the campaign) were very familiar with the brand, and 48% were somewhat familiar. The brand values were strengthened too: prestige perception grew 37pp, premiumness by 42pp and performance by 41pp. 59% of people would consider Infiniti after becoming aware of the sponsorship.