WE HEAR WHAT YOU SAY, WE KNOW WHAT YOU MEAN
| Title | WE HEAR WHAT YOU SAY, WE KNOW WHAT YOU MEAN |
| Brand | SHANGHAI GENERAL MOTORS |
| Product / Service | BUICK EXCELLE GT |
| Category | A07. Cars & Automotive Services |
| Entrant | LOWE CHINA Shanghai, CHINA |
| Entrant Company | LOWE CHINA Shanghai, CHINA |
| Advertising Agency | LOWE CHINA Shanghai, CHINA |
Credits
| Name | Company | Position |
|---|---|---|
| Kitty Lun | Lowe China | CEO |
| Qiang Zeng | Lowe China | Creative Director |
| Kidd Zhang | Lowe China | Associate Creative Director |
| Hans Han | Lowe China | Creative Group Head |
| Cherry Wang | Lowe China | Senior Copywriter |
| Willow Yang | Lowe China | Senior Copywriter |
| Power Zhang | Lowe China | Group Account Director |
| Nicole Zhong | Lowe China | Senior Account Manager |
| Momo Cheng | Lowe China | Account Executive |
| Connie Chua | Lowe China | Head Of Production |
| Hsiao Ya-Chuan | MIC | Director |
| Lin Tse Chung | MIC | Produc |
| Lin Yi Jie | MIC | Assistant Director |
| Hu Zhi Yue | MIC | Film Art Director |
| Lee Cheng | LAPCC, Taipei | Production House Producer |
| Chris Hou | LAPCC, Taipei | Composer |
| Man Chi Ming | LAPCC, Taipei | Off-line Editor |
| Chen Yue Tun | LAPCC, Taipei | On-line Editor |
Brief Explanation
Challenge: How to repositioning Buick Excelle GT for a relaunch, with serious challenges: The Buick Excelle GT brand is around for four years. The 2005 a new model has less standard options (!) plus price reduction (from RMB 160,000-180,000 to RMB 140,000-160,000). And clients wants to target a new group of target audience. Traditional thinking of a car relaunch usually mean design upgrade, options upgrade, and price increase. But this relaunch is just the opposite of the market mentality.