In 2012, after a successful two years as marketing sponsor of the Red Bull Racing Formula One Team, premium motor brand Infiniti still had a relatively low global awareness (although showing growth through F1) and no notable 'performance' vehicle credentials.

Infiniti's goal was to establish itself as a serious contender in the premium car market. In 2013, Infiniti became title partner of Infiniti Red Bull Racing (IRBR) and appointed Sebastian Vettel as its 'Director of Performance'.

An integrated PR campaign was created to:

1. Raise global awareness of Infiniti’s collaborative technical partnership with IRBR

2. Credibly demonstrate how Infiniti's performance 'DNA' was being engineered into new Infiniti cars.

Away from the F1 races, a global schedule of Infiniti test driving and experience events were created for customers and media. At F1 races Infiniti hosted investors and global media on a tailored programme to educate motoring audiences of Infiniti's collaborative technical programme and future Infiniti performance benefits.

These programmes were supported through consumer promotions hosted on Infiniti social media platforms. They were brought to life though exclusive Infiniti driving stunts, Vettel 'Director of Performance' feature videos, a 30 minute broadcast documentary and the launch of the Infiniti Performance Engineering Academy to illustrate the Infiniti and IRBR collaboration.

Infiniti are now officially the most recognised brand in F1 with a media value of $1.2b.

Through its PR campaign, audience reach figures have exceeded 1 billion people across 193 countries. Purchase consideration of Infiniti has increased globally among ABC1 consumers following F1.

A media engagement process was implemented to invite influential global media to better understand IRBR collaborations and future Infiniti product development.

526 global media from 15 countries attended 60 individual media events on ‘partner days’. Media additionally received press kits with b-roll, their own bespoke ‘in car’ interviews, and access to pre-cut features and photography to supplement their stories.

The ‘Infiniti Performance’ stories were then distributed to global F1 and motoring media who did not attend the events maximising global reach.

Events

• Three Infiniti product testing and evaluation events – UK, France, Abu Dhabi (Vettel)

• Three Infiniti Technical Centre immersion visits in UK, USA and Japan (Vettel)

• Media briefings at 13 Grand Prix followed by garage tour and driver interviews/meetings

• Sochi Russia, Olympic F1 circuit First drive feature (Vettel and BBC) plus Russia media

• Infiniti Performance Engineering Academy launches in Hong Kong, UAE and Australia

1. In 2013 Infiniti were officially the most recognised brand in F1 with a media value of $1.2b. Source – Repucom.

2. PR audience reach exceeded 1 billion online, and 528 million television homes reached across 193 countries. An audience of 100 million readers via 162 in-depth print and online features. Source: Meltwater, Youtube, Google.

3. Infiniti purchase consideration increased globally by ABC1 consumers who follow F1. Key examples:

• China: First choice purchase consideration of Infiniti up by 103% on 2012

• USA: 14% of F1 fans ‘very likely’ to consider Infiniti versus 4% of non F1 fans

• Russia: First choice consideration of Infiniti up by 66% on 2012

Source: Kantar global data research

4. Infiniti’s Vettel documentary: ‘On Road and on Track’ already has 40 global broadcast slots including NBC Sports, with a combined audience reach of 12 million as the 2014 F1 season launched. Source: RTV, Germany.