Infiniti, the latest premium performance car brand to arrive in Europe, has created an iPhone app called Infiniti in Motion to build prospect relationships and keep them engaged with the latest Infiniti news and exclusive offers, including the latest brand videos and photography.

The app has been designed by digital and direct agency Tullo Marshall Warren, with the specific objective of nurturing the prospect relationship over time through regular, engaging content, in order to generate brochure and test drive requests. It enables any prospect with an iPhone 3G to experience Infiniti’s brand philosophy of Inspired Performance in the palm of their hands.

The app also showcases all models within the Infinity range. App users can explore each model through photographs offering 360° views and showing the car in different colours; videos; and audio clips of the V6 or V8 engines being put through their paces. Once the viewer has explored the range, they have the option of requesting a brochure or test drive, or finding their nearest Infiniti Centre using the iPhone’s GPS technology.

“We know that a high proportion of our target audience are iPhone users, so producing an app for the iPhone was a natural extension for us,” says Infiniti Europe interactive marketing manager, Martin Jobin. The car maker is also developing an iPad app for its customer magazine, Adeyaka.

Richard Pentin, senior planner at TMW, acknowledges that one of the biggest challenges when developing free iPhone apps is the fact that 95 per cent of consumers tend to use them no more than once, and says this is one reason why the company created an app where the content is regularly updated.” 

TMW business director Rob Carter says: “It’s all about giving prospects a choice in the way they wish to interact with the brand. Whereas some handraisers may be prepared to hand over their contact details to receive email communications, others may prefer the anonymity and convenience of keeping up-to-date via their iPhone.”