Infiniti pushes Vettel-designed car

Japanese luxury auto brand Infiniti is launching a marketing campaign to promote its limited edition FX Vettel – co-developed by Formula One driver Sebastian Vettal – with a raft of activity devised by TMW.
The agency has been responsible for all direct elements of the push, including a revamped website, eCRM and social media activity. It is designed to promote the exclusivity of the model as there are only 50 cars for sale in the whole of Western Europe.
The FX Vettel Edition features an aerodynamic design inspired by the Red Bull Racing Formula One car that Vettel drives, with input from Infiniti chief creative officer Shiro Nakamura.
Forming part of Infiniti’s ‘Since Now’ brand campaign, which launched last year, the campaign leads with the strapline “Since now the perfect sportscar is an SUV”. The key visual is derived from dynamic carbon-fibre shapes and reflects the car’s direct link to Formula One.
To highlight the exclusive nature of the FX Vettel Edition, a number of luxury “experiences” for hot prospects and customers have been developed.
The most exclusive piece is a personalised iPad that serves as a private communication channel between Infiniti and each individual buyer of an FX Vettel Edition. It contains exclusive videos about its development and a number of continuously updated stories around the car and double Formula One World Champion Vettel, and also delivers continual updates on the production status of the buyer’s car.
This strategy was developed by TBWA/G1, while the overall look and feel was jointly developed by TBWA/G1 and Köckritzdörrich.
The refreshed website features images of the new model with projections of Vettel across them. The idea is to demonstrate Vettel’s involvement in designing the car and show that he is part of its DNA. The website tells the story of the car’s journey from concept to finished product and leads consumers to an online form for them to express their interest in purchasing the car and the brand’s social media platforms.
Infiniti Europe marketing director Jean-Pierre Diernaz said: “The FX Vettel Edition offers customers a unique experience that is in keeping with the brand’s high performance and specialist design credentials. It’s an exclusive product, so it’s really important that all of our communications reflect this. Our various agencies have worked together to ensure that the campaign has a consistent look and feel.”

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