Adding Sophistication to the Story Elevates the Ordinary
The luxury brand Infiniti used specific strategic creative visual approaches, formats and language to maintain and recapture their service customers across all segments with positive results. The programs included direct mail, email, an inbound/outbound call centre, social monitoring, on-demand marketing programs, data mining, games, and service retention.
The groundwork for the communication plan involved maintaining an ongoing dialogue with a creative campaign which continually connected the aspirational values of the target with the inherent values of the brand and the service experience it promised to deliver.
Additional timely offers and incentives were packaged within enhanced creative themes and formats to reflect the exclusive beauty and quality the Infiniti brand promised.
As with it’s parent brand Nissan, annual service event style Infiniti programs were created to both activate and reward the Infiniti service customer base using DM, POS, online, social and mobile mediums.
As the brand and customer base grew, so did the creative as new campaigns reinforced the core brand, while still translating those values into an equally compelling Infiniti service message. Designed to target the entire customer universe from loyalty and retention, to recapture and acquisition, to niche target marketing the Nissan/Infiniti programs succeeded in generating a 9:1 ROI for the dealership network and up to 5 times the industry standard response rates.
paolo bugatto • creative 