Results and Effectiveness

“Dad, where are we going?” was an overnight success, instantly becoming the most significant cultural event of 2014. The program has become the symbol for family values and intimate relationships. Most importantly, the Infiniti JX35\QX60 is now forever known as the “Dad, where are we going?” MPV famous for quality time spent with parents and children. Results - Hunan TV reports 543 million Chinese have seen the program. - 2+ billion online views to date. - Unaided brand awareness +19% - Overall brand opinion +70% - Infiniti JX35\QX60 sales increase +40%

Creative Execution

To differentiate themselves from their performance driven German competitors, Infiniti’s mission is to become the most emotional brand in China. So it was an easy decision to sponsor the most emotional television program in China. To ensure Infiniti and “Dad, where are we going?” were intimately connected, we made sure the JX35\QX60 played an important role in the program. Not only did it provide transportation to each location, but touching emotional conversations between the fathers and children were also filmed in the vehicle. The program sponsorship extended to digital media, as video sites are the fastest growing media in China. Finally, social media supported the entire sponsorship, providing a platform for fans to follow the program, share their own intimate stories, and of course, learn more about the “Dad, where are we going?” Infiniti MPV.

Insights, Strategy and the Idea

"Infiniti, where are we going?” This is the story of a challenger brand strategically partnering with five fathers and their children to create the most successful sponsorship in China’s history, and at the same time, increase sales of JX35/QX60 by 40%. The story began last August, when Infiniti needed an idea to promote JX35/QX60. Consumer insight led us to reposition JX35/QX60 from business MPV to family MPV because of the growing need of families wanting to spend more time together. As a challenger brand with a fraction of our competitor’s budget, we couldn’t compete in traditional media, so we looked for a sponsorship opportunity that shared our values and beliefs. We reviewed dozens of programs until we found the one we knew would touch hearts of all Chinese, “Dad, where are we going?” A program about five fathers and the intimate time they spend together on weekends with their children.