2014 Bronze Best Use of Data in a Multi-Channel Environment

How did the campaign make a difference? The Q50 is a transformational model for Infiniti, giving them absolute relevance in Europe, the most vital global market for prestige automotive brands. The task was to launch it to the car-loving world and generate 1,146 leads.

Website and social data showed that prospects were considerably more engaged by content on a vehicle’s performance. F1 Grand Prix races and the Infiniti Red Bull Racing partnership also generated significant interactions. This insight helped form the creative proposition ‘Performance Days’, brought to life in a campaign hub.

Ongoing testing proved that optimising the test drive request process was the best approach. The campaign achieved a high number of quality leads (1,740) and an excellent level of sales (€1,545,495) – a fantastic achievement for a lesser-know brand with a niche luxury product and a small budget.

Strategy Audience profiling was deployed using MOSAIC and TGI to understand how model expansion would impact on audience selection and contact strategy. NCBS data was then used to determine how best to disrupt the competitive landscape.

Infiniti geo-mapped prospects living within a 50km radius of an Infiniti Centre and overlaid that with lifecycle programme analysis to identify consumers who had an expected vehicle replacement date of 0-9 months. An agile approach allowed all digital channels and content to be optimised in real-time to deliver the best value, with activity needing to continually improve throughout the campaign. This test and learn strategy was underpinned by a pre-test and roll out methodology for all channels, devices and visitor types – and helped to maximise the performance of the campaign from the start.

Creativity The creative concept and proposition tapped deep into prospects’ passion for F1 racing. Prospects enjoyed the perfect VIP weekend, experiencing the rush of F1 whilst putting the Q50 through its paces at Belgium Spa.

A mobile-optimised page sat on the Infiniti EU website, covering 17 markets in five languages, and held all core content for the campaign. Visitors converted into leads either by requesting a brochure or by booking a test drive. Iconic and exhilarating content was matched by a relentless approach to personalisation and testing to ensure the experience was authentic and unique to each individual user segment. Splittesting tool Optimizely and UX tool CrazyEgg were integrated through Google Tag Manager to help Infiniti respond to user actions in real-time – quickly improving the position, design and number of call to action buttons to increase conversion rate almost immediately.

Results Performance Days served as the ideal launch pad for the Infiniti Q50.

The campaign strengthened the brand’s positioning and affinity with the Red Bull Racing Team and Formula 1. Highly targeted and personalised emails generated open rates and click-through nearly double the benchmark. Moreover, Infiniti saw an uplift in overall funnel conversion across each user lifecycle segment.

Optimisation throughout the campaign increased the number of people registering their details by 16% and reduced the campaign hub bounce rate by over 20%. The subsequent reverberation of these site changes resulted in 33% growth of campaign traffic, with 50% increase in lead conversion and €530,000 incremental sales uplift versus target.