Campaign details

Brand owner: INFINITI Middle East
Lead agency: TBWA\RAAD
Contributing agency: OMD
Country: United Arab Emirates
Industries: Luxury Automotive
Media channels: Email marketing, Events & experiential
Budget: No budget

Executive summary

The Dubai International Motor Show happens only every two years. It's when every car maker competes by putting on a bigger show, a shinier activation, a more aggressive promotion. We looked to behavioural economics to create an all-new immersive experience, where visitors could get to know Infiniti vehicles on their own terms.

The task of luxury vehicle brand Infiniti was to drive brand awareness and salience through the Dubai International Motor Show, but at the same time encourage genuine purchase consideration to generate leads and sales.