With INFINITI releasing their new, flagship coupe while simultaneously repositioning their brand and introducing the new “Empower the Drive” tagline, the Q60 launch campaign was of the utmost importance to the brand. CP+B was challenged to create a breakthrough campaign to build awareness around the launch. CP+B honed in on an important insight: the most important measurement of a car is how it makes you feel when you drive it. In this case, it was about inspiration and exhilaration.
CP+B chose global star Kit Harington (Jon Snow of Game of Thrones) to spearhead the campaign. The film underscored the visceral feeling the Q60 can inspire once you take the wheel and what if driving the Q60 could enhance the performance of an actor as he actually drove the car. The end-product was a dramatic reading of Blake’s poem Tyger, Tyger at high speed. The campaign also featured shoe designer Sophia Chang and Jay-Z’s engineer/producer Young Guru.
The MY17 Q60 Campaign, specifically the Tyger webfilm, was widely successfully. Globally on Youtube, total views reached about 3 M with 938 minutes of watch time, equivalent to 1.78 years. Overall, this ended up being the most engaging video that has ever been published an INFINITI YT channel.
Below are some additional key results: • The 3 M total views (10% of all the Infiniti YT channel’s total views) was the most for the channel in 2016, and the second most of any video published in the lifetime of the channel. • The 4.7 K likes set a personal record for the channel, and was nearly 3x more than the 2nd place finisher. • The 7.1 K shares shattered the old record of 1.4 K, which is made even more impressive considering this video has been published for substantially less time.
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