Infiniti Cars 'A new definition of luxury is emerging'

I was part of a team that created a 360 degree activation strategy for Infiniti Cars Australia. To leverage an existing above the line campaign and the Cirque du Soleil sponsorship an activation strategy was required. We linked the brand attributes of Cirque du Soleil with Infiniti’s ‘A new definition of luxury’. Taking visual cues from the Cirque du Soleil OVO set design (Ovo is ‘egg’ in Portuguese), a giant egg structure was created to house the Infiniti car. The launch message ‘A new definition of luxury is emerging’ was reinforced by having the car visible through the cracks in the egg. The series of 3D kaleidoscope point of sale including a video was produced to compliment the Cirque du Soleil imagery and to create the illusion of the car emerging from the fanciful design. In the first week of the show in Melbourne there were 1,900 competition entries and a total of 42,000 hits to the micro site. ‘Cirque du Soleil declared that it was the best on site display they had seen worldwide’.

'Partners in Perfection' 3D Infiniti and Cirque du Soleil brand video which was viewed with 3D glasses in the
VIP section, QR codes on point of sale at the event and seen through the Competition app on all digital devices.

The Infiniti 'Ovo Egg' outside display in front of the VIP section at
Cirque du Soleil in Melbourne which housedan Infiniti FX vehicle. The display
had LED lighting that would change to a different colour every 30 seconds.

Looking inside the 'Ovo Egg' display through the cracks.

Inside the Cirque du Soleil VIP area - Location of the Infiniti display and activation.
3D wall, FX vehicle and competition plinth.

'Partners in Perfection' 3D video shown through
'Win a Luxury Experience' Competition app on all digital devices.

Front of Infiniti Cars Australia 'Adeyaka' Magazine,
3D VIP invitation with 3D glasses and 3D drink coasters.

Infiniti Cirque du Soleil VIP 3D invitation which included 3D glasses.
Front of VIP invite, VIP wallet and inside of VIP invite.

Infiniti Cirque du Soleil 3D program advertisement which included 3D glasses.

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