Strategy: Launch Infiniti cars as a challenger to the established luxury car market, dominated by the big 3 German brands.

Insight: Luxury car brands Audi, BMW and Mercedes-Benz have all experienced huge growth over the past few years - to a point where their cars are now everywhere. So we asked the question: Luxury or ubiquity?

Idea: Within online ads, we highlighted the ubiquity of the established brands that have lost the uniqueness they had once claimed, by literally demonstrating how many of these cars can be found on almost every street corner and in every corporate car park.

Results: NineMSN placement recorded a 0.60% CTR, exceeding industry benchmarks.

Our online ads announced the arrival of the Infiniti brand and highlighted the ubiquity of the established brands through the use of an ‘exclusivity counter’. The counter showed the number of competitor brands in suburbs around Australia, therefore emphasising the monotony of owning a ubiquitous German luxury car. We then invited people to experience Infiniti, the new choice in (exclusive) luxury performance.

Nine MSN placements recorded a 0.60% CTR, exceeding industry benchmarks.