AFTER-SALES WITH A DIFFERENCE
Following an extensive research phase carried out by GARGOYLE into all other major automotive competitors, we created an entirely new way to look at vehicle after sales.
We found that across the globe, without exception, all other luxury performances manufacturers resort to the same visual solutions for vehicle repairs, roadside recovery and even customer services - old reliable images of friendly mechanics, red warning triangles and smiling tele-sales agents. But we wanted to disrupt from this norm. INFINITI is like no other automotive brand and having met and interviewed their drivers, we know that they behave and respond to communications very differently.
Our informed thinking brought us to the conclusion that if in the event of a breakdown or any required assistance, all a customer / driver wants to do is get moving again, and the details of how are almost irrelevant. We had our program name - DRIVE ON.
Also, at the purchase stage in the showroom (usually where after sales products such as Extended Warranty or 24hr Recovery are up-sold), it is the very last place a customer / driver should hear that their new luxury performance car might some day breakdown, leaving him stranded by the roadside! This insight brought us to the program creative platform and the set-up copy line - WHATEVER THE ROAD BRINGS.
To capture the campaign imagery we took advantage of an INFINITI model launch event in Lisbon. The very latest models would be available to us, ensuring longevity for the campaign. Our clients too would be there and could be on set for shoot days.
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Great to work with Lisbon-based photographer Joao Carlos and his team on location in Cascais, Portugal.