U6 TURBO ECO HYPER LAUNCH

TitleU6 TURBO ECO HYPER LAUNCH
ClientLUXGEN MOTOR
Product / ServiceLUXGEN MOTOR
CategoryB02. Consumer Products (incl. durable goods)
EntrantSHAPE ADVERTISING TAIPEI, CHINESE TAIPEI
Entrant Company SHAPE ADVERTISING TAIPEI, CHINESE TAIPEI
Advertising Agency SHAPE ADVERTISING TAIPEI, CHINESE TAIPEI

The Campaign

Challenge: There are lots of Sport Utility Vehicle Brands in Taiwan. The launched campaigns are almost the same. The media are bored with that. So, we have to come up with an innovative idea for the LUXGEN U6 TURBO ECO HYPER launch. Solution: We decided to put our marketing tactics into a higher level. It was honor to invite the chief engineer of well-known supercar GT-R, Katsutoshi Mizuno, and Former Formula 1 racer Toshio Suzuki, the two world-class car engineer and racer to Taiwan to develop and test U6 TURBO ECO HYPER. In addition, we also shipped a U6 TURBO to Japan to be the first SUV tested and developed on the well-known circuit-AUTOPOLIS in Japan in Asia. Result: Through the use of two world-class topics approach, we successfully achieved high attention and great compliments from the media and the consumers. The buzz also gave us a big hand. The sales growth rate increased 200% more than the last month within 2 weeks.

The Brief

70 Media exposures 50 discussion articles in the Forum

Results

Through the use of two world-class topics approach, we successfully achieved high attention and great compliments from the media and the consumers. The buzz also gave us a big hand. - We had 130 Media exposures, over 100 articles, over 1000 replies in the forum. - The sales growth rate increased 200% more than the last month within 2 weeks.

Execution

It was honor to invite the chief engineer of well-known supercar GT-R, Katsutoshi Mizuno and Former Formula 1 racer Toshio Suzuki, the two world-class car engineer and racer to Taiwan to develop and test U6 TURBO ECO HYPER. In addition, we also shipped a U6 TURBO to Japan to be the first SUV tested and developed on the well-known circuit-AUTOPOLIS in Japan in Asia.

The Situation

There are lots of Sport Utility Vehicle Brands in Taiwan. The launched campaigns are almost the same. The media are bored with that. So, we have to come up with an innovative idea for LUXGEN U6 TURBO ECO HYPER launch.

The Strategy

There are lots of Sport Utility Vehicle Brands in Taiwan. The launched campaigns are almost the same. The media are bored with that and have no excitement with it. We decided to put our marketing tactics into a higher level. It was honor to invite the big cheese in the world's automobile industry, and hold a remarkable marketing campaign to encourage the interest of media.

Credits

Name Company Position
Amanda Chang Shape Advertising Co., Ltd. Group Creative Director
Scoot Yang Shape Advertising Co., Ltd. Associate Creative Director
Yoyo HSU Shape Advertising Co., Ltd. Senior Art Director
Eric Lin Shape Advertising Co., Ltd. Senior Producer
Eugene Chen Shape Advertising Co., Ltd. Planning Manager
Steve Yu Shape Advertising Co., Ltd. Event Director
Dave Chang Shape Advertising Co., Ltd. Business Director
Amanda Wu Shape Advertising Co., Ltd. Account Director
Joseph Wu Shape Advertising Co., Ltd. Account Manager
Odem Tai Shape Advertising Co., Ltd. Account Executive