infiniti
The INFINITI Experiential Retailer Kit activation at the 2019 Boston Marathon
The Proposal
Nearing the end of my tenure as Art Director for NewScope Marketing, I was tasked with creating a new experiential marketing campaign proposal for the global car manufacturer, INFINITI. I went into this project with very little to go on. I knew only that this activation would need to be tailored to assist INFINITI dealers and that it would likely be pulled by their QX80 suv. As a luxury suv, the QX80 presented a challenge due to the fact NewScope is used to designing its trailers under the assumption that a Ford F-150 would be the smallest vehicle hauling them. The QX80 doesn't have the same type of towing capacity as a box-steel framed Ford so I decided to create this proposal with all the Bells and Whistles I could come up with before the deadline and then present it a la carté style.
A challenge of this proposal was to express why this activation would be beneficial to dealers and why INFINITI would need NewScope tour managers and brand ambassadors as opposed to hiring more salesman. What I've proposed is two-fold in that regard. When activating this trailer display at a dealership it's obvious that any potential customer that sets foot on the grounds is showing buyer's behavior and already inclined to make a purchase. The advantage to having brand ambassadors and product specials is that they aren't motivated by commission. They aren't there to make the sale but to educate to consumer. By providing this positive experience first, NewScope alleviates the stigma that comes with trusting a car salesman. The second advantage is that this is a viable way to stay in contact with the consumer and keep their mind on the product till a salesman is available if it's a busy day.
The proposal I created ended up getting us the new contract with INFINITI and birthed our new company, MBV. To view the two proposals I created in their entirety, CLICK THE BUTTONS below to view the PDFs.
the infiniti experiential retailer display
After a couple months of waiting, we received word that INFINITI wanted to move forward with creating a brand new display and campaign tailored to assisting their dealers. My Gen. Mgr from NewScope and I flew out to the Detroit Auto Show in the middle of January ‘17 as INFINITI’s guests to witness the power of their brand first hand. We inspected their Global Kit many times over to understand the materials & finishes we needed to copy or replicate. The goal was to build a mobile display that not only mimicked the INFINITI Global kit but also highlighted the launch of the All-New INFINITI 2019 QX50. INFINITI requested that we build two of these mobile display trailers and create a booking site alongside them for INFINITI dealers to be able to reserve the kits their events.
Throughout the process of designing and fabricating The Retailer Experiential Kit, we went back-and-forth with the client many times deciding how to best optimize the space of the display and what materials to use. We sent samples for the flooring, desk laminate and stage skirting for approval before moving from the design to the production phase.
The Visualizer podium housed a 12.9” iPad pro with an incredible app provided by INFINITI Global. The app is a 360 degree virtual tour of the 2019 QX50, inside and out, with a several settings from a malibu street to an airport hanger.
I designed the podium’s look and dimensions using Google Sketchup based off what my Gen. Mgr. Chris Hammer and I saw of the design and materials used in INFINITI’S Global Kit display at the Detroit Auto Show. After my design was approved, we contracted a third party vendor to fabricate the piece. Upon delivery we installed the podiums within the trailers under a 50” mounted monitor.
The Cantilevered Info Counter I designed for the stage of the trailer was built mere the original counter we’d seen in Detroit. The only differences between the two are the size and implementation of a touchscreen in an angular module on top the counter instead of it being inset the counter and flush with the top. The dimensions of our counter directly reflect the proportion ratios of the larger original as well.
The touch screen monitor on top is a 22” dell and runs an INFINITI global Tier II app off a mac mini. The app displayed the INFINITI’s most current vehicle lineup with snapshots for each vehicles mechanical and technological capabilities. The counter would sit on an anchored piece of wood attached to the stage that hid two electrical outlets.
The third piece of flashy tech we employed within the experiential display was a monstrous 55” Vertical Dell Touchscreen. Mounted against against the trailer’s front closet and weighing well over a hundred pounds, The VC-T (Variable Compression Turbo) Engine touchscreen ran a windows app exhibiting INFINITI’S first variable compression engine.
Users could rotate a virtual model of the engine for a 360 degree view with multiple touchpoints that displayed area specific info through videos. The three images to the right of the touch screen are different viewpoints of the VC-T Engine dye-sublimation printed on silicone-edged fabric that fits into a thin channel within the frame. You can hardly tell it’s fabric until you walk up and touch it.
The back wall of the display (Driver’s Side Interior) was all one large silicone edged fabric. Our partners at INFINITI gave me the original art file for their world’s first timeline to re-work into a composition suited for the back wall. The timeline itself records the history of INFINITI’s accomplishments in being the first company to bring many of the automotive technologies we enjoy today to market.
Full Display rendering Footprint
