A promotion and campaign from Infiniti offers a different approach to holiday traditions.
The automaker has partnered with the Arbor Day Foundation to plant 35,000 new trees.
A TV and digital spot, “New Tradition, launches this week. The spot shows a young family taking their QX60 into the wilderness to replant their living holiday tree, while their neighbors are discarding dead trees.
In addition to TV, digital, and social media, the campaign also includes CRM, and in-store activation components. It was created by Crispin Porter + Bogusky.
Infiniti wants to take a different tack with its holiday advertising, rather than the big red bows on cars and blow-out sales events, said Allyson Witherspoon, director, marketing communications and media at Infiniti Americas.
“As the luxury brand with the youngest owner base, Infiniti has been focusing its marketing on empowering drivers to start their own legacy,” Witherspoon tells Marketing Daily. “Seeing as it’s the time of year known for celebrating age-old holiday traditions, we’re taking the opportunity to stand out and encourage new traditions as well.”
This is the first time Infiniti has partnered with the Arbor Day Foundation.
“With their resources and expertise, the Arbor Day Foundation is able to identify which areas of the country are most in need of new trees and handle the planting on behalf of our drivers and employees,” Witherspoon says.
This partnership stood out because it offers the automaker a unique opportunity to give back during the holiday season with the tree-planting effort, she says.
From Nov. 9 through Dec. 31, visitors to an Infiniti retailer will receive an ornament — a replica of the ornament featured in the TV spot — which represents one of the donated trees. The Arbor Day Foundation will then facilitate the planting of these trees over the course of the next year in areas of the country that need them the most.
Consumers can see where their trees are planted via a website, as well as learn more about the Arbor Day Foundation, schedule a test drive, and share their support of this holiday tree-planting initiative via the hashtag #NewTradition.