WE Communications (WE) will oversee the communications strategy for INFINITI’s ignition program – INFINITI LAB – in Singapore. It will be identifying and driving storytelling opportunities, showcasing some of the world’s leading startups in smart mobility, to maximise awareness across the company’s earned, owned and paid channels.
INFINITI LAB is an eight-week accelerator program, connecting innovative startups with a strong network of automotive and connectivity experts and resources. Working closely with INFINITI’s Singapore team, WE will develop a comprehensive media plan to maintain momentum during the eight-week incubator period, in addition to activating social, technology and lifestyle influencers.
“At INFINITI, we believe in the power of entrepreneurship and innovation, and aim to foster a global entrepreneurial community,” said Jodie Davies, senior manager, INFINITI Global Communications. “Partnering with WE empowers us to drive this narrative of possibility and potential, and their integrated offering means our story will be consistent across all channels and platforms.”
WE’s phased storytelling strategy will involve demonstrating INFINITI LAB’s value to Singapore and its startup ecosystem, driving stories around INFINITI LAB’s current cohort of participants, and expanding the conversation to include B2B and public sector audiences. The agency will also be tasked with amplifying the company’s narratives around smart mobility and the brand values of INFINITI LAB in order to broaden the reach and impact of the campaign to a wider Asian audience.
Jeremy Seow, managing director, WE Singapore said: “Technology underpins the growth and development of almost every sector, and WE is an agency with a strong understanding of how technology is changing the future. We are thrilled to partner with INFINITI LAB to help support new ideas in smart mobility and connectivity in the city."