Client Challenge: Infiniti's challenge was to build awareness outside of North America and transform its brand image. This was the over-arching challenge put forward in considering a sponsorship investment.

There were other key considerations such as Infiniti recording low opinion versus competitors and needing to increase emotional connection to the brand. Infiniti wanted to ensure growth in the important emerging markets, support dealers/investors with investment and compete globally without breaking the bank.

Operating at the luxury/prestige end of the automotive industry, Infiniti had well-established European competition with decades of heritage to compete against. To have an impact in this sector requires not only the right product, but also a bold approach to gaining recognition.

PRISM Solution: In 2011 PRISM managed to secure a 5-year partnership opportunity with Red Bull Racing, the newly crowned F1 champions and arguably the hottest sponsorship property of the decade. We are proud to have been the global activation agency for Infiniti ever since. 

Overview of key areas of management as gatekeepers of the Infiniti Red Bull Racing partnership:

  • Rights managementBranding, rights negotiation and management, global management of all assets including driver time, show car activities, merchandising and race ticket allocation, brand management and approvals
  • Grand Prix activationVIP and guest hospitality (dealers, investors, key customers and media) at every grand prix in the Infiniti Red Bull Racing paddock suite include all weekend activities, driver appearances and hosting. Manage all logistics for guests, product experiences and transportation for all VIPs. Vehicle/transportation management for Infiniti Red Bull Racing team.
  • Non Grand Prix activationOrganise ‘ride and drive’ days for media and VIPs with Infiniti Red Bull Racing drivers, allocate and activate driver appearances globally, and plan and execute F1 ‘live show runs’ where city centres are cordoned off to allow F1 cars and Infiniti road cars to be paraded at speed. Oversee F1 element for Infiniti at all major global autoshows and other special events.
  • PR and communicationsProactive and reactive global media hub as well as responsibility for key global messaging. Bespoke media hosting and media vehicle loans program, Infiniti F1 internal communications and ownership of continuing technical development story. Social media management and global content creation, global F1 PR support for key Infiniti markets.

Results: Since Infiniti became main partner of Red Bull Racing (renamed Infiniti Red Bull Racing in 2013), the exposure has been estimated to be worth over $2bn, significantly higher than the cost of the partnership and a huge return on investment. Over the three and a half seasons of collaboration, Infiniti has experienced vastly increased global awareness, contributing to increased sales worldwide.

By the end of 2013, the programme had delivered over $1 billion of media value in terms of F1 TV coverage alone. This is in addition to the editorial coverage delivered from non GP events and PR campaigns, which has delivered a reach of over 800 million opportunities to see since 2011, Infiniti became the most visible sponsor in Formula One.