INFINITI Owners Contest
Context.
INFINITI Motor Co. has been in the throes of an evolution. Since rebranding in 2015, they’ve honed their marketing to lean into their position as a challenger brand in the luxury space—and their belief that luxury should be made for real life. To that effect, the Japanese automotive brand set its sights on a younger, more diverse target who prized exclusive experiences over status.
While this new stance had legs, one nagging question remained for INFINITI Canada: how true to life was this youthful new target north of the 49th Parallel? We had to understand what made the current Canadian consumer tick, while the INFINITI brand and vehicle range was undergoing its evolution.
Insight.
Despite differences in age, background and lifestyle, INFINITI customers share a common mindset: they’re largely self-motivated individuals driven to live life on their own terms. That said, what truly motivates us as humans can often feel elusive. When the essence of what drives us can be illuminated, we are all ears.
Idea.
We designed an online quiz for INFINITI Owners, one that revealed how luxury fuelled them on the road and in life. It was modelled after the widely popular Buzzfeed quizzes people couldn’t seem to resist. Working in lockstep with INFINITI Canada’s CRM agency, we delivered it straight to the customer’s inbox, inviting them to take the quiz for a chance at exclusive prizing.
From there, customers could tap through eight questions surrounding their lifestyle preferences, crafted to illuminate their true-to-life tastes. After submitting their answers with a small amount of information about their current vehicle, users unlocked their quiz results: one of four personas revealing their preferred luxury lifestyle. We called this idea What Drives You.
Check your inbox.
Discover the experience through a personalized email. Get incentivized.
Get going.
Land on the website. Start the quiz.
Tell us about yourself.
Complete eight questions about your lifestyle. One answer at a time.
Submit and unlock.
Tell us how you perceive the brand, and what you like about your INFINITI. If you’re okay with it, we might quote you on the website. Submit to unlock your quiz results—and enter to win.
Tap into what drives you.
Now that all the housekeeping’s in order, we’ll reveal your persona.
