Infiniti unveils new ad strategy


Automaker Infiniti is holding a summer-long sales event this year, but instead of relying on the traditional :30 spot, it’s going to break the spots into :15-:15s. Billed as a “Limited Engagement Summer Event,” Infiniti is putting almost its entire 2009 catalog on sale with special leasing and financing options.

“Summer is the season made for driving and what better way to make that trip to the beach, mountains or desert than in a brand new Infiniti?” said Ben Poore, vice president, Infiniti Business Unit. “Of course, summer always seems to pass too quickly, just like these special offers will, so we’re making a big push to let people know that now’s a great time to act.”

The buy will be directed to national cable and local spot television. The :15 spots will generally run one after the other, although in some cases they will be split within one commercial pod. The first segment will tout a particular product, and the second will tell where it’s available.

The campaign, which runs through August 31, will be supported with a digital campaign including website takeovers of selected websites pegged for 7/28/09.