Infiniti Targets Younger Buyers

TBWA Chiat/Day is breaking a TV and print campaign for Infiniti’s new G20 sedan, touting the luxury car as “Born in Japan. Educated in Europe. Sold in the U.S.”
The estimated $40 million effort, which seeks to deliver the message that a Japanese luxury car can have European styling, breaks this month with newspaper ads in USA Today, The Wall Street Journal and The New York Times. Magazine ads also launch this month in car enthusiast publications as well as men’s and women’s lifestyle books.
The campaign’s first TV spot, to break in August, shows the $25,000 sedan cruising around world icons such as the Eiffel Tower and Oxford University, said Tom Orbe, vice president and general manager of Gardena, Calif.-based Infiniti.
“We think the G20 will appeal to a slightly younger buyer than we have had,” said Orbe. “We’ve been able to price it aggressively to attract people in their upper 20s and early 30s, and we think one of the car’s strengths is its styling and fun-to-drive quality.”
The Venice, Calif.-based agency has employed a two-pronged campaign for the luxury division of Nissan Motor Corp. USA under the tagline, “Own one and you’ll understand.”
The work has alternated between comedic vignettes showing the devotion owners feel toward their cars and spots showing the automobiles revolving on a turntable to the tune of “Fever” by Peggy Lee. Orbe said the music has “quickly become a very positive signature” and that the “strategy will continue.”
A new vignette TV spot for the QX4 luxury sport utility vehicle, showing jungle natives’ devotion to their Infiniti, breaks later this month.
The G20 sedan is Infiniti’s best chance of attracting first-time luxury car buyers to its brand. Like Nissan, Infiniti has been struggling. Sales through May dropped 22 percent compared to the same period last year, according to consultancy J.D. Power and Associates.