Campaign details

Brand: Infiniti of Arabian Automobiles
Brand owner: AWRostamani
Lead agency: Initiative MENA
Country: United Arab Emirates
Industries: Automotive industry (general)
Media channels: Email marketing, Online display, Outdoor, out-of home, Radio & audio, Sales promotion, Social media
Budget: Up to 500k

Executive summary

Twice a year, Infiniti – the premium brand extension of global Japanese auto manufacturer Nissan – runs Automania, a three-week long trade-in event where customers are given the opportunity to trade in their existing vehicle at 15% above the market value (given as a credit towards a new Infiniti).

Strangely for such a lucrative reward, participation in the event has been in steady decline over the previous two instances of the campaign stretching back a year.