BUICK VELITE 5 LIFEZONE

TitleBUICK VELITE 5 LIFEZONE
BrandSAIC GENERAL MOTOS
Product / ServiceBUICK VELITE 5
CategoryD04. Spatial Brand Installation & Experience
EntrantMULLENLOWE CHINA Shanghai, CHINA
Idea Creation MULLENLOWE CHINA Shanghai, CHINA

Credits

Name Company Position
CHEELIP ONG MULLENLOWE CHINA CHIEF CREATIVE OFFICER
IRIS LIU MULLENLOWE CHINA CREATIVE DIRECTOR
TINGJUN YU MULLENLOWE CHINA ASSOCIATE CREATIVE DIRECTOR
JING WEN MULLENLOWE CHINA CREATIVE GROUP HEAD
KEITH WANG MULLENLOWE CHINA CREATIVE GROUP HEAD
DANIEL LU MULLENLOWE CHINA JUNIOR COPYWRITER
LIMBO CHEN MULLENLOWE CHINA GROUP ACCOUNT DIRECTOR
RAINBOW ZHANG MULLENLOWE CHINA SENIOR ACCOUNT MANAGER

The Campaign

BUICK Velite 5’s brand promise is take drivers to the forefront of life and our target audience are the tech-generation and tech-adopters who believe that technology and innovation can improve every area in life. To appeal to their interest, we built a smart-tech home called Velite 5 Lifezone whose innovative design principles mirror that of the car. This experiential pop-up home is up for only a month, and is open for interested drivers and their families/ friends to book their stay via Buick’s wechat account. By living in Velite 5 Lifezone, guests get to test-drive Velite 5 right from their home and experience the intelligent features of the car and home, bringing the brand experience to life.

Creative Execution

Outwardly, Velite 5 Lifezone is shaped like a battery, symbolizing electric driving. Its overall design philosophy follows the environmentally friendly concept of VELITE 5. Solar photovoltaic power panels, rainwater collection and waste purification systems help provide energy to power up Velite 5 lifezone home, thereby reducing carbon emissions. A natural oxygen bar and an organic fruit garden are also built into the home. Guests staying in Velite 5 Lifezone can drive Velite 5 car directly into their living room and with voice command functions activated by calling out Velite 5, the driver could control the music, lighting and every functional aspect of the home. Voice-activated automatic car lifting platform, mobile phone remote control, bathroom touch magic mirror, food management smart induction refrigerator, intelligent home control panel, voice security system, intelligent voice assistant, voice-activated sleep mode are some of the smart features they can experience inside Velite 5 Lifezone smart-tech home.

Indication of how successful the outcome was in the market

Within one month upon its launch, the overall online impressions of VELITE 5 Lifezone reached 1.64 billion times, 38.72 click-rates to find out more about the car through mobile and digital channels. 13,300 applications for stay were received and 24 groups of lucky applicants obtained the opportunity for a live-in and test-drive experience at Velite 5 Lifezone. The amount of potential buyers reached 25,504 when the initial car models available for sale was just 3000. VELITE 5 Lifezone will continue to appear in more cities in China to allow drivers to discover living and driving at the forefront of life.

Our key target audience are predominant male PMEBS aged from 27 to 35, who are early tech-adopters and fans of the latest innovative products. They share an environmentally-friendly vision and enjoy the convenience in life brought by technology. They believe in the world a better place with actions taken, includes the way of transportation chosen. Buick’s new energy platform and its Velite 5 automobile are imbued with the same philosophy as well, featuring the environmentally friendly focus, reputable brand image, high-quality and featuring high-technology, which fits our target audience’s life credos. Our strategy and approach is to bring the brand story to life through brand actions, and let the audience learn more about how Velite 5 could drive them to them forefront of life by allowing them the chance to live in a home that reflects the philosophy, while allowing them to test-drive the car at the same time.

Links

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