Daniel Kirchert, managing director of Infiniti China, announced Infiniti would extend its sponsorship for season II of Where Are We Going, Dad?  [Photo / China Daily]

New family focused campaign based on hit TV show rolls out

Japanese automaker Nissan Motor Co's premium brand Infiniti reinforced itself as a luxury auto brand with emotional resonance when it started the Gan Ai Season of Family Love marketing campaign last week.

The move was Infiniti's latest idea from its new Gan Ai brand concept, which was unveiled at a show where performers from the United States and China took to the stage at the beginning of the year.

The Chinese character Gan means a truly challenging and daring spirit - going against traditions and doing something extraordinary.

Ai represents love, passion and true feelings from the heart.

The marketing campaign was based on the successful sponsorship of the popular TV reality show Where Are We Going, Dad? last year.

The campaign involves partners from different fields to provide experiential activities including entertainment and TV show sponsorship, online video interaction, family driving tours, fashion, cartoons and sports education for 5- to 12-year-old children.

"The cooperation with Where Are We Going, Dad? was one of the most successful marketing campaigns in the automotive industry. It built emotional resonance with China's young-minded customers, as both of us spread love to family and ordinary life," said Daniel Kirchert, managing director of Infiniti China.

"The new campaign indicated that our Gan Ai brand concept is entering a new and higher level."

At the launch event, Kirchert also announced Infiniti would extend its sponsorship for season II of Where Are We Going, Dad?, which was first broadcast last Friday.

"It's the perfect hand-shake between Infiniti's Gan Ai spirit and the show. Dads should bravely introduce their children to the outside world, sharing experiences and exploring the unknown together.

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