Infiniti launched a new pan-European multimedia campaign with a tagline ‘Since now, the perfect line is a curve’. The initiative is aimed to enhance the luxury brand’s aesthetic of curves design and will span the next three years.

The new campaign rolled out across the brand’s principal markets including the UK, France, Germany, Switzerland and Italy featuring TV commercials and viral marketing in social media. The reveal of the FX concept model at the Frankfurt Motor Show on September 13 will follow the campaign launch.

Infiniti launched successfully in 21 European markets in 2008, and is aiming to expand its share of the global luxury car market to 10% by 2016. Currently Infiniti partners globally with the Red Bull Racing Formula One team and with a driver and reigning World Champion Sebastian Vettel as their Global Brand Ambassador. The new campaign has a media plan to reach 80% of ABC1 Adults 35+.

The new promotion strategy will reinforce the automaker’s position as a ‘challenger’ brand, and following Infiniti’s official tagline of ‘Inspired Performance’. The creative theme by TBWA\G1 is based on the curves inherent in every model. It emphasizes the brand’s aesthetic performance and luxury status and it also is a subtle behavioral statement: Infiniti constantly bends the rules.

Starting in the UK on September 3, three Infiniti ads have been hitting TV on the ITV1, Channel 4 and Sky channels, featuring the M35h hybrid saloon as well as the FX and EX high performance crossover models. These commercials also run alongside the carmaker’s sponsorship of the Wednesday Selection on Eurosport.

Infiniti also debuted on Facebook to provide fans and owners with exclusive content and give the brand additional online advertising support, which includes a partnership with MSN, an extended presence on the Xbox gaming network; a refreshed corporate website and to a portal for mobile handset users. The social CRM and digital agency is TMW.

Now Infiniti is searchin for new talents within its Digital Art Competition.