Infiniti’s Regional Marketing Head Wins Top Honour at Prestigious EFFIE MENA Regional Awards

‘It’s Time For Infiniti’ campaign in Saudi Arabia scoops Bronze in Best New Product Category

Dubai, UAE – 17 December 2014: Building on the recent sales success of Infiniti, the region’s fastest growing premium car brand, Deputy General Manager, Marketing and PR, Francesca Ciaudano, has been awarded the industry’s top Middle East accolade – the EFFIE MENA Marketer of the Year. The GMR Marketer of the Year Award honours the individual who, through innovation, strategy and communications excellence, has made a positive impact on the market place, evidenced through clearly quantifiable post-campaign evaluation and who has made a significant contribution to raising the standard of marketing in the Middle East.

Commenting on the award, Ms Ciaudano said; “It is a tremendous honour for me to receive this recognition from my industry peers. Much as Infiniti’s philosophy is about taking risks, being bold and challenging the status quo, I have tried to bring and reflect these traits strongly in all of Infiniti’s marketing communication and to be awarded in this way alongside Infiniti recently becoming the region’s fastest growing premium automotive brand demonstrates it is a successful strategy.”

Ms Ciaudano also spearheaded a campaign which led to Infiniti winning a New Product Launch – Bronze award in its own right at the Effies. The Kingdom of Saudi Arabia campaign, “It’s Time for Infiniti”, proved a phenomenal success in terms of awareness, brand recognition and sales – exceeding results across the board. New car sales increased by 187% (compared to same period in the previous year). Online share of voice increased from 2% to 35%, twitter followers increased from 950 to 32,000 and YouTube views rose from 3,560 to more than 523,000 – all in a span of four weeks.

“The KSA market is very important to Infiniti and we had to find a way to introduce the brand without being intrusive. Our team’s insights into understanding the best way to put across our message in Saudi Arabia – by encouraging and activating Saudi nationals to become brand ambassadors themselves – was key. The campaign focused on activating Saudi families, using Infiniti cars, to showcase their heritage and demonstrate their pride for their country. It was these authentic, individual experiences with Infiniti that helped pave the way to the campaign’s engagement and success,” concluded Ms Ciaudano.

About Francesca Ciaudano:
Ms Ciaudano began her marketing career in 2002 with the Conad retail distributor group in her native Italy, before moving to London’s Thring Advertising Agency in 2005, where her many and varied clients included Hilton Group plc, Marriott International, English National Ballet and the Rugby Football Union.

Francesca joined Infiniti in 2007 and advanced through the company to her current position of Deputy General Manager – Marketing & PR, where she has responsibility for 10 markets across the region. She has managed several crucial projects, including F1 activation, Dubai International Motor Show and several high profile launches and campaigns.

Francesca holds a bachelor’s degree in Marketing and Business Communication and a master’s degree in Marketing Management from Urbino Economy University, in her native Italy.

About Infiniti:
Infiniti Motor Company Ltd. is headquartered in Hong Kong with sales operations in approximately 50 countries. The Infiniti brand was launched in 1989. Its range of premium automobiles is currently built in manufacturing facilities in Japan and the United States. Production in China and Europe will start soon along with the expansion of the brand’s portfolio.
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As the Title Partner and Vehicle Performance Partner of Infiniti Red Bull Racing, Infiniti has a far-reaching technical collaboration with the Formula One team, and Sebastian Vettel, its four-time World Champion driver, serves as Infiniti’s Director of Performance.
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More information about Infiniti, its Total Ownership Experience® and its industry leading technologies can be found at [Infiniti-me.com]. For the latest news on Infiniti, visit [Infiniti-press.me], “like” Infiniti on Facebook [facebook.com/InfinitiMiddleEast].