INFINITI Reservation Program

Context.

In early 2021, INFINITI Motor Co. was on the cusp of a major launch: the all-new 2022 QX60 SUV. This was a big deal because the QX60 was poised to become the new vision of luxury for the Japanese automaker. Emboldened design, expanded seating capacity, next-gen tech and spa-like amenities. It all came together in an ultramodern SUV that was (at the risk of sounding like someone who partakes in the company Kool-Aid) pretty damn impressive.

So, what was the problem?

For INFINITI Canada, the brand’s footprint was still relatively small. Those who drove previous iterations of the QX60 loved it. But the target for the new QX60 was a younger, self-driven, affluent working mom. Killing it in their career while navigating the ebbs and flows of home life, INFINITI wasn’t necessarily on their shortlist. We needed to present the QX60 in terms they could really connect with.

Opportunity.

The global campaign was one of the biggest INFINITI had ever done. For the QX60’s launch, the brand partnered with Kate Hudson—the celebrity avatar of their new target customer—and released a short film profiling a day in Kate’s life, as enriched by their all-new SUV. This was our chance to tap into the noise INFINITI Global was making, while driving leads for our client, INFINITI Canada.

Insight.

When you’re ambitious and self-driven, chaos is a fact of life. Your car acts like an oasis amid the hectic pace of the everyday—empowering you to rise above it. No matter your lifestyle.

Idea.

We created an online reservation program for the 2022 QX60—one that showcased this SUV’s ability to rise above the chaos, with simple next steps to pre-order. Then we tailored it for a more nuanced spectrum of luxury consumers.

First, there was a generic “mass” version of the reservation page on INFINITI.ca. This told the story of the QX60, and the luxury lifestyle it fuelled. Then, out in the wild, consumers could also discover the reservation program via social content reflecting one of three campaign archetypes our strategy team had identified: Household CEO, Foodie Adventurer and Athletic Fashionista.

You tapped a post featuring one of these archetypes, and landed on a matching reservation page. With photography and language tailored to each persona, we could tell a more focused QX60 story that ushered you to reserve. It all grew from the global campaign line, Conquer Life In Style.