The brief
With its unique combination of spirited performance and distinctive style, the new QX50 is an experience that is not easily forgotten. That’s why INFINITI chose to introduce its latest SUV to China by taking it directly to its potential owners, inviting them to get up close and personal with the car and the brand during a four-month roadshow that took it to major cities across the country.
Pico was entrusted by INFINITI to provide turnkey event management services for 12 stops of the roadshow.
Insight
By taking the QX50 physically to a wide range of locations, potential owners could experience the vehicle personally, enabling them to both explore its features and build their own relationship with INFINITI. That is vital to the promotion of the new model and the marque. With the aim being to engage families and potential high-income customers, most stops consisted of popular shopping destinations.
Solution
At each roadshow stop the team worked to create a presence that would make passers-by turn their heads. As well as showcasing the sleek styling of the QX50, the show space lured visitors with an array of engaging interactions, including flash mob performances, claw machines and PAC-MAN games, and prize giveaways. Those drawn into this lively ‘INFINITI zone’ could enjoy themselves while learning about the brand and its latest model.
Result
The total number of visitors to the 12 stops exceeded 300,000.
