HUG TO CHANG
| Title | HUG TO CHANG |
| Brand | JAGUAR CHINA |
| Product / Service | XE CAR |
| Category | E01. Social for Mobile |
| Entrant | BLUEFOCUS Shanghai, CHINA |
| PR Agency | PHLUENCY INTERACTIVE (CHINA) Shanghai, CHINA |
| Entrant Company | BLUEFOCUS Shanghai, CHINA |
Credits
| Name | Company | Position |
|---|---|---|
| Alex Phung | Phluency Interactive/China)/Inc- | Chief Creative Officer |
| Stephen Chan | Phluency Interactive/China)/Inc- | Group Creative Director |
| Chan Hock Liang | Phluency Interactive/China)/Inc- | Associate Creative Director |
| Linda Wang | Phluency Interactive/China)/Inc- | Senior Art Director |
| Bun Li | Phluency Interactive/China)/Inc- | Senior Copywriter |
| Wenrong Mei | Jaguar China | Senior E-Communication Manager |
Creative Execution
STEP1 按住屏幕，选择你想传达的温度 Select your body temperature STEP2 选择或写下你的鼓励和祝福 Choose or rewrite your encouragement STEP3 送出拥抱，传递温暖的力量 Send your warm hug to the world
送达量 Total social reach 29,730,734 互动量 Engagement 139,657 互动量比平时增加4-5倍 4-5 times increased in engagement
Insight 科技改变了人们的习惯，更多人使用移动产品进行交流和关怀 More and more relationships are built through mobile nowadays Idea HUG TO CHANGE 用捷豹XE的变革精神表达关心，通过微信传送一个温暖的拥抱。与消费者产生情感关联，引起共鸣。重要的是，启发人们给予真实温暖的拥抱 We change how we say we care，by sending a warm hug through WeChat and build emotional resonance with consumers. Finally, encourage people to give a real warm hug again Strategy 全新捷豹XE作为细分市场的变革者，我们要强化品牌定位与消费者进行沟通 Jaguar XE is the game changer of the segment market. We want to strengthen this brand positioning through our communication