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The client, INFINITI, is an automobile company specialising in luxury vehicles, and the company’s objective was to raise its awareness and relevancy in the market. In this case, the company used Amazon Ads, to establish a convenient online to offline campaign that produced high brand awareness, test drive leads, and traffic to the dealerships.
Objective
Increase brand awareness and consideration for INFINITI vehicles.
Platforms
Amazon Ads
Strategies Used
Online brand awareness campaign, experiential test-drive pop-up, influencer marketing, Amazon SmileCodes.
Results
Increased brand favorability by 5%, increased consideration by 3%, generated 2000+ customer interactions, facilitated 300+ event test drives, and drove 600+ dealership test drives.
Omnichannel Campaign
Combined online brand awareness efforts with an in-person test-drive experience.
User Analytics
Utilized Amazon DSP to reach relevant audiences and high-impact placements on Amazon.ca to drive awareness.
Experiential Activation
Created a unique test-drive pop-up with a homey environment to showcase the car and integrate Amazon SmileCodes for seamless product purchases
Implemented a data-driven approach for online advertising and created a unique online-to-offline customer experience.
The presented INFINITI’s campaign can be a perfect example of how an online-offline approach can work effectively. Thus, by using Amazon Ads for brand awareness and creating an interesting touchpoint in the real world, INFINITI managed to reach potential consumers, create demand, and guide them further to the dealerships. This paper aims to outline the necessity of omnichannel marketing and elaboration of the consistent customer experience at various stages.
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