Infiniti announces three-year pan-European integrated multimedia brand campaign

Article by Christian Andrei, on September 5, 2011

Infiniti has launched its integrated pan-European multimedia campaign dubbed “Since now, the perfect line is a curve” that will run for the next three years. This scheme neatly summarizes the latest assertion that Infiniti, which is the premium performance vehicle brand in Japan, is resetting the time on traditional strategies on performance and design.

After its successful launch in 21 markets in the European region since 2008, the company is now venturing into a new growth phase with an intention to increase its share of the international premium vehicle market to 10% by 2016.

The company’s latest marketing campaign will be rolled out across the principal markets in the continent including Italy, Switzerland, Germany, France and the United Kingdom.

It is part of a huge plan that has already seen an increase in awareness through the international marketing partnership with the Red Bull Racing Formula One team and the appointment of World Champion Sebastian Vettel as their Global Brand Ambassador.

The alliance highlights the company’s adopted point of view on “performance” which states that the brand does not observe what the competition is doing, but sets its own agenda. The launch of the FX concept model with design input from Vettel on September 13 at the Frankfurt Motor Show confirms that Infiniti creates its own agenda.

The new marketing strategy exemplifies the company’s position as a ‘challenger’ brand, and puts an equal emphasis on their performance and design credentials.

Building on the company’s official “Inspired Performance” tagline, the creative theme is derived from the curves that have been a part of every model that are not only beautiful but also vital to the performance of the vehicle. It is also a clever behavioral statement, showing that Infiniti always bends the rules.

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