Creative strategy tapped into the conflicting mindset of the target -– they require the functional utility of an SUV (‘older, family years’), yet crave the exhilarating drive of a sports car (‘carefree, youthful years’). Mass advertising (print, outdoor & radio) and online advertising were used to create awareness and drive website traffic to capture hand-raisers. A direct marketing and email campaign followed, encouraging prospects to attend a VIP Salon Night in order to experience the FX45 firsthand. Throughout communications, single words distilled the conflict into its simplest form and in the direct marketing paid off in engaging magnetic poetry that outlived the mailing long after the package was discarded.

The Direct Mail package exceeded expectations, resulting in 10% of recipients attending the FX45 VIP Salon Night, despite no incentive other than the car itself - and a brutally cold Canadian winter evening. From this event, almost 25% of those in attendance actually purchased a vehicle within two months, resulting in 454 unit sales – 49% above plan. Additionally, Infiniti dealers across Canada received numerous calls from customers eager to get additional DM packages containing the ‘fridge poetry’. And dealers nationwide echoed the sentiment of one who raved, “The launch was a huge success – the most enthusiasm generated from any launch we have done to date!”