Steering towards fear to create luxury automotive confidence

To demonstrate the Backup Collision Intervention feature in its new JX, luxury automotive brand Infiniti created an ad of a jovial family unsuspectingly about to hit a little boy as they backed out of their driveway. Until, of course, Infiniti saved the day.

Infiniti wanted to assess the impact of this highly emotional commercial and asked us to help. For a holistic perspective, we used neurometrics to capture viewers’ feelings while watching the ad and our Emotional Brand Connections method to measure the emotions ultimately attached to Infiniti.

Based on the confidence we measured in the brand, Infiniti was able to run the ad heavily.

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