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For consumers in the research process, vehicle Overviews are the most popular product films on Youtube and manufacturer websites. How can we clearly summarize the key attributes of the all-new QX50, yet reflect the new more human-driven brand platform by communicating the humanistic experience of the vehicle? As the third video in a series, how can we learn from previous video performance to optimize customer engagement?
The QX50 is a progressive and multi-faceted vehicle appealing to progressive, multidimensional audiences. To communicate the real human difference the QX50's product features offer, Designory paralleled the experiences of a climber, technologist, pilot and martial artist to the experiences in the car. In doing so, Designory told their stories in diverse locations with cinematic style. In executing the film, Designory worked with a director who could capture the epic scenery, dynamic action and intimate moments that elevate the presentation to a vivid personal experience.
The tight parallels between human experience and product capabilities, combined with strategic insights to align with customer interest, has made the QX50 Highlights the highest performing video in Infiniti’s product library. The metrics show a 72% increase in view performance, more than double total views and a 101% increase in watch time over previous videos.