WE HEAR WHAT YOU SAY, WE KNOW WHAT YOU MEAN

TitleWE HEAR WHAT YOU SAY, WE KNOW WHAT YOU MEAN
ClientSHANGHAI GENERAL MOTORS
Product / ServiceBUICK EXCELLE GT
CategoryA07. Cars & Automotive Services
EntrantLOWE CHINA Shanghai, CHINA
Entrant Company LOWE CHINA Shanghai, CHINA
Advertising Agency LOWE CHINA Shanghai, CHINA

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.

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