| Title | #JACKET OFF# REVEAL THE GS IN YOUR HEART! |
| Brand | SHANGHAI GENERAL MOTORS |
| Category | D02. Consumer Products (incl. Durable Goods) |
| Entrant | LOWE CHINA Shanghai, CHINA |
| Entrant Company | LOWE CHINA Shanghai, CHINA |
| Advertising Agency | LOWE CHINA Shanghai, CHINA |
| Production Company | A NEW LIFE FILMS Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Kitty Lun | Lowe China | CEO |
| Leo Liao | Lowe China | Senior Creative Director |
| Iris Liu | Lowe China | Associate Creative Director |
| David Lee | Lowe China | Creative Group Head |
| Tingjun Yu | Lowe China | Creative Group Head |
| Kevin Gu | Lowe China | Art Director |
| Sam Zhan | Lowe China | Copywriter |
| Connie Chua | Lowe China | Head Of Production |
| Loca Yuan | Lowe China | Business Director |
| Eric Hua | Lowe China | Associate Account Director |
| Scott Speer | DIR |
Creative idea: take off suit, you are more powerful than you imagine, you are more suitable to REGAL GS than you think. Activation event triggers rich discussion in social media: We went to a white colors’ area---office buildings in Beijing and Shanghai, and express our attitude by a flash mob titled #Jacket Off.#. We set an example of releasing fetter and then reclaiming inner power, to encourage white colors to swift from working mode to release their nature. Online communication stimulates resonance: after event promotion, we use the same visual elements and presentation to emphasis the role of REGAL GS itself. Consumers will understand and recognize our purpose-----“you are more powerful than you imagine, you are more suitable to REGAL GS than you think.”
#Jacket Off# Reveal the GS in your heart: this is a strong mental suggestion. In this TVC, we select elements that are rarely seen in office life, such as loud music with strong rhythm and skillful dance movements with lots of strength. These elements alien to office building combining with our powerful REGAL GS is infection, awakening their inner desire. Online communication stimulates resonance: We choose cyberspace as an important platform to spread. For communication with viral power. Consumers will resonate with. “You are more powerful than you imagine. REGAL GS is more suitable to you than you think.”
#Jacket Off# Reveal the GS in your heart: this is a strong mental suggestion. In this TVC, we select elements that are rarely seen in office life, such as loud music with strong rhythm and skillful dance movements with lots of strength. These elements alien to office building combining with our powerful REGAL GS is infection, awakening their inner desire. Online communication stimulates resonance: We choose cyberspace as an important platform to spread. For communication with viral power. Consumers will resonate with. “You are more powerful than you imagine. REGAL GS is more suitable to you than you think.”
After the first week of releasing network video pre-movie adverts, there are close to10,000 people reached and traffic to own official website boosted by 30% as they search for more information. Consumers who have watched these two events and viral video agree that REGAL GS is a coupe that “suitable for White Colors” and “has high-performance”. REGAL GS, thus enriching the grand’s previous perception of a performance coupe. More mature consumers (married with unique attitude towards life), not only “rich kids”, come to auto show room of BUICK to consult about REGAL GS.