Infiniti Canada begins mobile campaign
Infiniti Canada has begun a mobile campaign for its Infiniti M Hybrid vehicle. The campaign, developed by Olive Media and OMD, is aimed at luxury automobile shoppers. The initiative makes use of an advertising format from Celtra that accesses the accelerometer in Apple IPhone smartphones. Viewers of the ad are asked to tilt their phones to adjust the "balance" between performance and efficiency in a hybrid car. Viewers can then use the touchscreen to access information about various features of the car. The campaign will runs on Olive Mobile online properties until Sept. 4. "We wanted to emphasize the Infiniti M Hybrid's dual value proposition of hybrid fuel efficiency and uncompromising power and performance," said Tom Fotheringham, group digital director at OMD. "We love that this unique execution focuses consumer attention on these key attributes in such an engaging way. As with all digital media executions, the measurability of consumer interaction offers ongoing learnings for our client and will help us refine future mobile campaigns."