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Title Buick LaCrosse - New Gentleman Way Company Publicis Shanghai
Category TVC&Paid Internet Film
Subcategory Cars - Campaign
Creative Concept Background : Upper-med sedan segment is a contested, male dominant market crowded with leaders of mass-orientated brand such as VW (Passat) and premium brands such as BMW 3, Audi 4 loved by face-value (vanity) driven consumers. Communications of these brands were all loudly claiming premium and refine experiences. Nevertheless, with minimum price gap within 30k RMB between products, there is little room for growth of market share and sales volume.
Solution: Drive awareness and affinity of Lacrosse by creating the image of a respectful driver behind its wheels that not only talks but also practices its subtle brilliance value through driving (functions/configurations).
Result: Sales of Lacrosse 2.0T model: with in marginally better market share during the campaign, proportion of 2.0T model has increased from 5% to 28.5%, resulting in better profit from higher sales margin. And the brand image is greatly improved among consumers. (Survey by 3rd party research firm)
Credits
Creative Director: Will Tao
Copy: Dola Qi
Art Director: Zoe Zhao
Client Service: Vincent Li
Agency Producer: Anda
 
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