Infiniti, the premium arm of Nissan, sets itself up as a luxury challenger brand in this newspaper ad that employs the Strategic Role of Re-appraisal to persuade consumers to consider the Japanese made car over the German engineered brands of Audi, BMW and Mercedes.
Having just launched in Australia, the marketing campaign seeks to build awareness as well as position the brand as being unique and different from the conservative image associated with competing luxury brands.
This advertisement ran in the early general news section of a Sydney metropolitan newspaper, exposing the brand and message to broad cross section of Australians.
Infiniti will spend 2012 and 2013 building its brand and going through the introduction phase before it begins an onslaught with new models and see further expansion into areas like the Gold Coast and additional dealers in Sydney and Melbourne.
Download our 2011 report Automotive Snakes & Ladders which explores the complex purchase process and its implications for newspaper advertising, especially the opportunity to engage with consumers on an emotional level.