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A promotion against all odds.

The FIFA World Cup is one of the few events with the power to capture attention and interest from across the globe. And while the major brands with the massive media budgets dish out enormous sums for sponsorship rights, Infiniti found an interesting way into the conversation with a limited budget and zero sponsorship rights: The answer lied in the product name itself, Q5x0.

Launching a simple yet never before seen promotion, the brand offered to its audience the opportunity to get an INFINITI Q50 if any match in Russia ended 5-0.