INFINITI
ENTHUSIAST
CAMPAIGN
You’re a car brand, and like all the others, you have committed to a media plan with heavy investment focused on placements in automotive enthusiast publications.
You have a choice to make:
CHOOSE NOISE
Do what every other brand is doing
Follow the playbook
Believe the myth that in-market shoppers read car magazines
Run your existing general market ads
Hope they stand out against all the other ads for all the other brands
CHOOSE SIGNAL
Dig into the data and discover that their readership is dominated by subscribers
Disproving the claims of in-market shoppers rushing to newsstands
Then create a campaign for one influential group—Car Guys
Immerse them into your incredible design and innovation stories
And influence the influencers
ROLE: Creative Leadership + Concept Creation + Copywriting + Production
LED AT: TBWA\Chiat\Day
RESULT:
Turned enthusiast media into advocacy—with dealers using the campaign to educate sales teams.