Luxury car brand Infiniti Europe has launched its first ever brand campaign.
The Japanese modern luxury car manufacturer looks to position itself as a credible alternative to the big three German marques with a big idea called ‘Since now, the perfect line is a curve’.
Alasdhair MacGregor Hastie, European creative director at TBWA\G1 says, "With the launch of this campaign we are more than certain of having given Infiniti its proper place in the world of high-end luxury car brands and have found an extraordinary and distinguishing big idea that will allow us to create ever stronger and more creative campaigns in the future. Because, as every one knows, the perfect line, is a curve."
Jean-Pierre Diernaz, marketing director, Infiniti Europe, adds, “As well raising awareness of Infiniti Europe, this campaign is about building brand familiarity so consumers understand what sets us apart from the competition. Performance motoring and graceful strength are at the heart of the brand, which is something we are keen to convey with this campaign.”
The new brand campaign forms part of a plan that will support the launch of the high-performance Infiniti M Hybrid and the reveal of a special FX concept model at the Frankfurt Motor Show. Content around the Red Bull Racing F1 partnership will also fit under this platform whilst bolstering the brand’s performance credentials by optimising the connection with current F1 World Champion Sebastian Vettel.