Three days of experiential activity, taking Infiniti cars to Broadgate Circle in the City of London, has resulted in 125 test drive requests. To put this in context, if a third of those test drives were to convert into sales, then we would be looking at over £2m in sales of new cars.

To view the campaign site click here

Day one in the five day run-up – of Infiniti’s return to Broadgate Circle – and already we’ve received 32 requests for test drives.

A combination of email marketing to a carefully chosen list – developed from our previous roadshow activity for Infiniti – outbound texts and good old-fashioned handout leaflets means that, by the time the roadshow hits the City, awareness will be high.

Get down to Broadgate Circle on 12-14 July and experience Infiniti for yourself, enter the competition to win a luxury break for two and pick up a goodie bag.

For more go to the dedicated campaign website 1st Objective created for Infiniti at  www.DriveInfiniti.co.uk

The capital was treated to a close look at the latest Infiniti range as a procession of five FX cars streamed through the city. It was the first phase of Drive Infiniti, a unique series of events offering residents of London and surrounding areas an exclusive chance to win ownership of the iconic FX for one month, including fuel. Entry is via the website www.driveinfiniti.co.uk or by texting ‘infiniti’ to 60070.

From 14th to 18th March, a stunning range of Infiniti models are going on display in the City of London. Drive Infiniti will be at Broadgate Circle on Monday 14th March and Tuesday 15th March, before moving to Canary Wharf from Wednesday 16th March to Friday 18th March.

All visitors will get the chance to win an FX for one month, including fuel, and there are daily prizes of lunch for two at Rhodes 24.

Enter the competition by visiting www.driveinfiniti.co.uk or text the word ‘infiniti’ to 60070.

You can also follow the progress of the roadshow live on twitter at twitter.com/driveinfiniti and on Facebook at www.facebook.com/pages/Drive-Infiniti/181300071908419?v=info

Drive Infiniti comprises a series of events designed to let discerning drivers get up close and personal with one of the most talked-about new car brands in the UK.

During the roadshow, there will also be daily opportunities to win lunch for two at the acclaimed Rhodes 24 restaurant , as well as goodie-bag giveaways.

From Monday 28^th February to Friday 4^th March, a five-car convoy of Infiniti’s flagship FX  model, in stylish white and black, will be rolling out into central London’s main business districts, as well as major office sites in surrounding counties.

This will be followed up with a five-day display in the City of London. Drive Infiniti will be at Broadgate Circle on Monday 14^th March and Tuesday 15^th March, before moving to Canary Wharf from Wednesday 16^th March to Friday 18^th March.

Paul Atkinson, Managing Director of Infiniti brand partner Rymco UK Ltd, said: ‘Despite its high profile internationally, Infiniti is still a relatively new name in this country. We’re therefore very keen to introduce more people to Infiniti, and nothing speaks more highly for the brand than the cars themselves. That’s why we have asked 1^st Objective to organise this series of events to let people experience the cars up close.’

1st Objective developed a regular, weekly, electronic email, backed by a website, that grew over the weeks into a resource that dealers could draw on.

It allowed Nissan to drip feed product information rather than swamp them, and to slowly raise excitement and expectation that could easily be cascaded by dealer principals to their sales teams.

Over six months, this publication – called the Insider – would start to raise friendly competition between regions and improve dealer pride in the brand. By endorsing the commitment they had made to become a Nissan dealership in the first place Nissan formed a stronger bond with their distribution chain.

Their offering – using microwave links – brings reliability, resilience and reach to the market’s big carriers and operators like BT and Vodafone.

We commissioned illustrations of their new logo to get these messages across both internally and externally to their customers and partners.

Juke, Nissan's new baby crossover

Nissan HQ used the email we developed – The Insider – to communicate with senior managers in their dealer network.

Content mix changed week-by-week, but it was the natural home for updates on upcoming product.

One of the big launches we were involved with was Juke, the baby brother to their highly successful crossover, Qashqai.

We timed dispatch of The Insider to match global embargo deadlines for release.

It meant that The Insider got the news to the guys at the sharp end first, ahead of the motoring press and showroom visitors, and went some way to reinstating the dealerships in terms of newsworthiness.

You can view these new sites here at a&o Systems and a&o Services

Kevin Flynn, General Manager at a&o Systems

Our new thought leadership piece for client a&o Systems is a departure from their usual approach.

New Systems boss Kevin Flynn wanted to challenge the audience with a more opinionated piece while introducing some key members of the team.

The opening and click through stats – so far – show that it’s working.

Click the link to read the articles in full a&oBusinessAdvantage