Luxury You Can Live In - Branding You Can Trust

We've been working with Infiniti of Grand Rapids to bring test drives into the modern era for a few years now, but this one was project was extra special – since there wasn't much manufacturer footage available, we took the vehicle on the road ourselves, giving this video that an excellent local touch.

In a world where digital commerce is a priority for many customers, the ability to get an intimate sense of what makes a product–in this case, the all new QX60–unique is essential. As with all of our UVP videos, we wanted to know the process Infiniti's customers experience inside and out, but we focused most on the test drive. We wanted to highlight all of the user-facing features that motivate folks to buy. From the essentials like body shape, details, and engine statistics to the bells and whistles like high beam assist and Apple Car Play-ready features, we wanted to give viewers the feeling that they'd been able to test drive the car themselves.

When we wrote the script for this one, we were focused on the hot buttons we discovered were important to Infiniti's customer base. We were also conscious of Infiniti's established brand voice and talked about their product in the same terms they use in their corporate branding. We left users feeling like they'd visited the dealership without even setting foot out their front door, helping Infiniti of Grand Rapids pave the way into the future of car sales.