We found creative inspiration in the heart of the product - the Q50’s name itself. And in so doing, we raised the Q50’s profile and celebrated extraordinary World Cup performances.

After searching long and hard for an exciting creative edge, the team realized the answer was sitting right in front of them. Q5x0. With so much attention focused on scoreboards and national pride at stake, we made this the focal point of the campaign. We decided to give away a Q50 if any match ended in 5-0.

We had to find a way to celebrate, applaud and bring to life incredible performances by linking the Luxury Aspirer interests and mindset, with the Q50, and the 2018 FIFA World Cup.

Psychographic research into our target audience revealed that Luxury Aspirers have a higher degree of appreciation of exceptional performances and want to be recognized as someone who is at the top of their game.

85% state that success in a career is what makes their life valuable

78% state that they achieve so that people will appreciate and respect them

88% want to appear trendy & stylish

Additionally, further psychographic research into the interests and activities of Luxury Aspirers revealed:

90% of the Luxury Aspirers enjoy challenging their friends on which football team would win World Cup matches.

OUR INSIGHT: Luxury aspirers appreciate incredible performance in all aspects of life.