OMD - Infiniti,"Own the Sky" G Convertible Launch
OMD - MoVoxx
Infiniti,“Own the Sky” G Convertible Launch
Finalist mobile marketing: best integration cross platform
This campaign to hype Inifinti's G Convertible used simple SMS ads to invite readers of text alerts to "Own the Sky." Users sent their own phone-cam images of the sky for a contest entry, but three weeks later the Infiniti brand returned the favor with a surprise post card. The customized direct mailing included the image of the sky they had taken, and the car model and information about their nearest dealer. With a lead cost that was three times more efficient than average, a simple text ad evolved into a consumer experience that showed that Infiniti is willing to go the extra mile.
OMD: Sara Morton, Group Director of Strategy, Nissan and Infiniti; Lauren Dickey, Media Strategist, Digital, OMD. MoVoxx: Alec Andronikov, Chief Mobile Media Strategist. TBWAChiatDay: Steven Nishimura, Account Supervisor, Infiniti Digital Advertising