CW: Fatima G. Salazar
AD: Cesar Tejeda
Strategy: Kieran Kalusniak
AD: Cesar Tejeda
Strategy: Kieran Kalusniak
Ask: Launch a luxury Infiniti E-bike as a better alternative for city commuting for News Junkies.
Insight: E-bikes are a healthier commute, both physically and mentally. But this wellness mindset can be a luxury ownable to those who have their basic needs covered and are ready to take their life to the next level.
Approach: We're positioning Infiniti's E-bike, the EB80, as the key to unlocking this next level, allowing users
a more mindful and elevated commute.
a more mindful and elevated commute.
OOH - Teaser
The campaign starts by communicating our 'unlocking a better commute' message through these intentional bus stop posters. Placed in high-traffic areas, the ad will be visible to every commuter, except for bikers, because their need for full focus on the road prevents them from reading ads. Those who can do it, however, will be able to do so because they are either on the bus, in a car, or walking by, which means they could use a better commuting alternative: our EB80.
Users won't know this yet until they scan the QR code that takes them to our landing page...
Experiential Stunt - Launch pt. 1
We reveal the primary benefit that owning an EB80 unlocks: A premium commute.
Done through an immersive keyhole biking tunnel installed in recognizable parks in big cities, where the outside blends in with its surroundings, and the inside showcases an immersive sound-proof environment of stunning visuals, sounds, and aromas. At these tunnels, people can use trial EB80 bikes for a couple of minutes to go through the tunnel and experience a brief escape from the city chaos, subconsciously making the connection that this is what life feels like when riding an EB80 Infiniti bike.
Infiniti Hubs - Launch pt. 2
The secondary benefit and unique added value that owning an EB80 unlocks: Private parking and exclusive amenities.
Owning an Infiniti bike means exclusivity and luxury, which is why we're launching the Infiniti Hubs as part of the EB80 user experience. Placed in strategic and convenient locations near corporate areas, the Hubs offer the exclusivity to park in private closed parking docks designated for EB80 users, avoiding the risk of theft or damage that comes with public street parking, and they offer the luxury of private access to bathroom stalls, locker rooms, and a refreshment area where users can even get changed into a fresh outfit after their ride.
Loyalty Points - Advocacy
To keep the cycle going and create advocacy, we're launching the third benefit our EB80 users can unlock: lifetime rewards.
Riders can track their performance through their app and can change their mile points for rewards that align with their interests and lifestyle. This incentivizes the commute because the more our users bike, the more rewards they get.