Infiniti debuts interactive campaign, Web site for EX

Infiniti is driving consumers to the Web for a new interactive component to its campaign promoting the Infiniti EX.

The multichannel campaign, created with ad agency TBWAChiatDay and digital/direct agency Tequila promotes the luxury crossover SUV with the slo­gan, “Ordinary is a crossover vehicle, extraordinary is a luxury crossover vehicle.” The interactive element lets consumers play with the special features in the car through 3D-rendered online video units.

“The key element of the online cam­paign was to highlight the idea of per­sonal luxury,” said Eric Haugen, copy­writer at Tequila. “You can interact with the unique features such as the around view monitor and test them out.”

To promote the online functionality, Infiniti has bought media on the MSN and Yahoo homepages. On the Web site, the car is set in the same Santorini, Greece location as the original TV spot.

“We picked an exotic location that would highlight how luxurious the car is,” said Dennis Lim, creative director at TBWAChiatDay.

The campaign also includes print, on­line and augmented reality kiosks that appeared at History Channel events around the US last month.

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