Infiniti focus campaign on hit TV reality show

"And children should bravely come out of the greenhouse to accept any tasks and challenges. That's what we mean by Gan," said Kirchert, a father of two children.

"The natural love and care for children, as well as the companionship, care and encouragement when they face difficult challenges are illustrated by the character Ai," he said.

According to Kirchert, on average, one in three Chinese people watched season I of Where Are We Going, Dad? last year.

He said more than 2.1 billion online clicks made the TV show the most popular one in 2013 and helped boost Infiniti's brand awareness. Sales of Infiniti QX60, which appeared in the show, saw a rapid increase.

Infiniti's continued cooperation with the TV show will offer related activities including Gan Ai Dad summer camp, Back to Where Are We Going, Dad? Journey, Boonie Bears image authorization and Gan Ai T-shirt design with fashion brand NPC.

"The new marketing campaign will be more interactive, educational and entertaining," said Kirchert.

The summer camp and journey trip alone are expected to involve more than 8,000 people, including about 3,000 children, according to Kirchert.

The luxury QX80 and QX60 hybrid models are due to feature in the show to provide safe and comfortable rides for the father and children characters.

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