INFINITI Google Assistant

Context.

Buying a new car sucks. It’s an incredibly involved purchase, one that takes most Canadians several months. You start with the basics: What brands might suit me? What models? You find out more about them online. Then, once you’ve read a whack of consumer reviews, you might contact a dealer to set up a test drive.

But here’s the thing. Canadians are anything but eager to meet with car dealers. There’s a general perception that visiting the lot necessitates unwanted pressure.

For INFINITI Canada, the problem compounds. As a challenger brand, they need to go above and beyond to make the average luxury buyer’s list. They can’t rely on brand cachet alone to drive showroom traffic.

Opportunity.

INFINITI prides itself on being a human-centric luxury car brand. When the 2019 QX50 crossover launched a few years back, it was their most driver-focused vehicle yet. Designed around your everyday needs and loaded with revolutionary technology, it had serious potential. For our team, it represented a chance to try something novel and human-centric for INFINITI at the dealer level.

Insight.

Consumers visit dealerships when they’re closed—especially on Sundays—to kick tires without feeling pressured.

Idea.

Why not meet Sunday Shoppers on the lot and improve their visit? We created a guided mobile walk-around of the QX50 using Google Assistant. The goal was to provide shoppers with a way to discover this human-centric crossover on their own time and terms. Here’s how it worked.

When you arrived at the dealership, signage prompted you to launch the experience via the well-known “Hey Google” voice command. From there, the conversation would evolve and pivot based on your queries. You could tap through on-screen prompts, or learn about about features by speaking to the assistant. The writing had to feel conversational, without veering off-brand. Launching in the GTA, we called it the INFINITI Discovery Guide.