Objective

In a category dominated by specifications and performance, the Pod invites customers to feel what owning and driving INFINITI truly delivers: rewarding personal experience, quiet confidence and everyday moments of restoration.

Modern life is increasingly loud, accelerated and demanding. This pressure is especially pronounced for INFINITI’s primary audience, Progressive Challengers.

MarketCast research found that 9 out of 10 Progressive Challengers in the Middle East say mental fatigue and pressure are the greatest barriers to achieving success.

This insight aligned directly with INFINITI’s brand promise of Power & Serenity. INFINITI defines Serenity as peace and calm born from confidence, inspired by Japanese spirit, and Power as being in control—personal enablement without stress. They come together as a fusion of strength and calm into one harmonious experience.

The challenge was clear: how could INFINITI help people understand the emotional value of living with the car before purchase, when traditional marketing formats struggle to communicate feeling?

Strategy

We created the INFINITI Multisensory Pod. The closest you can get to experiencing life with an INFINITI without owning one.

Instead of describing INFINITI through features, the Pod translates the brand promise into a lived moment. It is designed as a brief escape from the outside world. An immersive calm environment that restores balance and emotional clarity.

The experience is built around five senses:

• Sound: a bespoke orchestral score designed to slow the heart rate.
• Scent: Japanese cedar and citrus, created exclusively for INFINITI. It triggers memory and helps form a brand association.
• Touch: a QX80 seat engineered for deep physical relaxation with massage functions controlled from the Pod.
• Sight: guided visuals inspired by the Japanese concept of forest bathing, to rebalance mood and stress.
• Taste: A gift of tea created in collaboration with the Japanese tea company Lupicia, given at the end of the experience (when attended).

Together, these elements create a physical expression of Power & Serenity, where calm becomes a form of strength.

Rather than explaining brand attributes, the Pod lets visitors inhabit them. The experience doesn't ask "why should you buy INFINITI?" Instead, it says: "This is how the brand makes you feel/this is what owning INFINITI feels like."

In a category that competes loudly for attention, INFINITI chose to stand apart by creating quiet: a premium moment people could feel, not be told.

Results

The Multisensory Pod delivered strong engagement and measurable shifts in perception during the pilot phase.

• 3,000+ people experienced the Pod.
• 4.6/5 average experience rating.
• 4.5/5 improvement in overall brand impression.

Emotional Delivery

• 60% of visitors felt relaxed post-experience—directly validating the core brand promise.
• Aromas and physical comfort proved most impactful (57% combined), confirming the multisensory strategy's effectiveness.
• Qualitative feedback consistently referenced feeling "restored," "grounded," and "connected to themselves".

Brand Perception Shift:

• 4.5/5 improvement in brand impression rating.
• Visitors articulated a new understanding of INFINITI: no longer seen as "powerful" but as "thoughtfully restorative".
• 52% increase in website engagement post-experience.
• 66% of participants organically shared the experience, indicating emotional memorability.

Commercial Bridge:

• 4.1% of website visitors continued to QX80 product pages, demonstrating successful conversion of emotional connection into purchase consideration.
• Gift strategy (region-specific, reflecting thoughtful hospitality) drove 30% of qualified traffic back to brand channels.

Media

Video for INFINITI Multi-sensory Pod