When in doubt — flat out: Infiniti Bulgaria’s recent LinkedIn campaign success story
As far as consumers with purchasing powers are concerned, Bulgaria is not exactly the country that would come up on top of one’s mind. In fact, it is the least wealthy country in the European Union. Our task at proof. was to increase the test-drive sign-ups for a car that — let’s be honest — not everyone really, really needs, neither can afford around here. So how would you sell something as Infiniti QX60 — a dearly expensive SUV possessing the peculiar practicality of having 3 rows along with 7 seats inside? Quite the unsellable type, right? Well, the tougher the challenge the more of a simple-yet-elegant solution it calls for.
We were looking for the ones who have not quite come to terms with the concept of ‘having enough’.
Obviously, this car is not for everyone, but who is it for then? Our core insight was that when it comes to the link between cars and their owners excess is often the epitome of success. And that’s who we were aiming for- the people who can easily be deemed ‘’successful’’. And to be successful you have to push and push and push and not linger on your latest achievement for more than an hour. We were looking for the ones who have not quite come to terms with the concept of ‘having enough’. And which is the natural digital habitat of successful people? Yeah, we know you don’t need to ring a friend for this one. Without a doubt, LinkedIn is the go-to place if you’re looking for the go-getters. The world’s largest professional network is increasingly gaining ground in Bulgaria, currently boasting 690 thousand users.
Not to mention that the people we wanted to appeal to definitely don’t have the whole day for marketing gibberish anyway.
We utilised LinkedIn’s options for audience fine-tuning and we targeted C-level executives along with professionals who have just been recently promoted. We then set clickable display ads with integrated lead generations form. Those who wish to schedule test-drive simply had to click on the ad and fill out their details so Infiniti contacts them back ASAP. Additionally, we created personalized InMail message forms leading to the same call-to-action. Fairly straightforward mechanics, right? That’s the way we like it as well.
Once established on the strategic aspect, we had to fill those ads and direct mails out with relevant messages. Now it was time for the sexy stuff. The creative AKA. And since our strategy was that straightforward, why not compliment it with an equally straightforward tone of voice? Why hard when it can be smart? Not to mention that the people we wanted to appeal to definitely don’t have the whole day for marketing gibberish anyway. So our tone of voice had to be compelling. It had to be snappy. It had to be devoid of clichés and it had to be straight to the damn point. So we captured the business high-flyers’ attitude into one simple line.: ‘’More is more’’. Take a look:
The results? We managed to increase the test drive bookings with 400% with twice as less budges than the year before.
The campaign brought home Gold for Effective use of data at the Bulgarian edition of IAB Mixx Awards this year. So yup. More is more. But less still can be more. When done right.
