Campaign details

Brand owner: INFINITI Middle East
Lead agency: TBWA\RAAD
Contributing agency: OMD
Country: Middle East and North Africa
Industries: Luxury Automotive
Media channels: Competitions & contests, Content marketing, Livestreaming, Mobile & apps, Online display, Social media, Sponsorship - media, Sponsorship - sports
Budget: Up to 500k

Executive summary

Ramadan, coupled with the FIFA World Cup, saw the cost of media soar in May, June and July. It made cutting through the noise a challenge for every brand, as the big players in every industry upped the ante – and the volume – to drown out the competition. The automotive space was no different.

Our challenge was to convince World Cup viewers to visit the website of luxury vehicle brand Infiniti, so that they would learn more about its Q50 model, without directly mentioning the World Cup. To do so, we leveraged the unpredictable nature of football and created a game within each game, where fans could engage throughout the World Cup.