The premium car manufacturer launched an innovative advertising campaign for the new generation of the iconic QX SUV
Intelligent DOOH advertising — Infinity / July’19
Background
In early June 2019, INFINITI, a luxury car brand, initiated a cutting-edge advertising campaign for its new INFINITI QX80, the latest version of its iconic QX SUV series. This digital campaign, leveraging Synaps targeting technology, continued a project started in May with Russ Outdoor's digital formats.

This campaign's innovative aspect was using digital billboards to display ads for the INFINITI QX80, each lasting 7.5 seconds on high-traffic supersites. Aimed at attracting a wealthy demographic, the campaign utilized the Synaps Labs platform. The Synaps technology could identify the make, model, and generation of cars driving by with 95% accuracy and then determine if the conditions were right to show the ad to those particular passersby based on their proximity to the billboard.
Solution
In addition to targeting the premium audience, the campaign had another feature—each brand within the target audience got exposed to a tailored creative. For example, the drivers of Mercedes and Cadillac witnessed different promotion videos that illustrated the benefits of INFINITI over those brands. Overall, the campaign used eight video packages for five different brands.

OMD AMS developed the creative concept and promotional materials.

The need for targeted and practical communication is critical for a premium brand like INFINITI, which serves a distinct and specific audience. This drove our collaboration with OMD AMS and Russ Outdoor in an experimental advertising initiative. Leveraging Synaps Labs' technological solution enabled us to execute a multifaceted approach at a singular venue, encompassing targeted outreach to loyal customers, segmentation to attract those with competitive brands, and optimizing message frequency.
INFINITI's ATL Manager
Synaps technology employs a unique method to track audience reach and how often individuals are exposed to advertisements, using a vehicle identifier. This identifier is generated by encrypting a car's license plate number through a one-way encryption process, guaranteeing the car owner's anonymity. The encryption is performed automatically, ensuring privacy. If a particular vehicle is detected passing by the advertisement more than five times, the technology then presents the driver with a different advertisement, this time promoting attractive financing options for purchasing an INFINITI.
«In recent years, enhancing the precision and effectiveness of media targeting in out-of-home advertising has become a critical focus for industry participants, from leading ad operators to technology-driven campaigns. In this age of rapid technological advancement, advertisers demand transparency beyond the traditional uncertainties of out-of-home advertising - they seek to know who sees their ads, the frequency of exposure, and the rationale behind targeting specific audiences. This demand for clarity is particularly pronounced among luxury brands like INFINITI. Our collaboration with Synaps addresses these concerns by ensuring that our advertisements reach only our intended demographic, are displayed the optimal number of times, and more, offering a clear insight into the effectiveness of our out-of-home advertising strategies.”
OMD AMS’ Account Director
INFINITI's creatives were displayed in June on 13 Russ Outdoor advertising Digital billboards, installed on the Moscow Ring Road beltway, Third Ring Road and radial highways.

The INFINITI QX80 is a distinguished vehicle in the premium SUV category. Our research shows that the potential market for the new INFINITI in Moscow is notably selective, with only about 3% of drivers viewing it as a viable option. Working alongside Russ Outdoor and OMD AMS, we targeted these individuals by highlighting the unique attributes of the new INFINITI QX80, specifically tailored to appeal to those whose current vehicle preferences align with what the QX80 offers. Our colleagues from OMD AMS and INFINITI played an integral role in overseeing the campaign and implementing adjustments in real time based on performance data. This proactive strategy resulted in a 35% increase in engagement with our intended audience, significantly surpassing the efficacy of conventional advertising techniques.
CEO of Synaps Labs
Targeted advertising is essential for any business's success. Through this project, we successfully pinpointed highly specific target groups within the luxury market segment, achieving this without incurring extra costs for our clients. This approach led to a substantial increase in visibility among our target audience.
Russ Outdoor Commercial Director
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