FAW-VW X “THE HUNTING GENIUS” :"THE SEAT WITH LOST OBJECT“ EXHIBITION

TitleFAW-VW X “THE HUNTING GENIUS” :"THE SEAT WITH LOST OBJECT“ EXHIBITION
ClientFAW-VW
Product / ServiceFAW-VW
EntrantHYLINK DIGITAL SOLUTIONS Beijing, CHINA
Idea Creation HYLINK DIGITAL SOLUTIONS Beijing, CHINA
PR HYLINK DIGITAL SOLUTIONS Beijing, CHINA

The Campaign

We found that many people share the experience of losing property on the car seat. Those lost property was associated with special memories and emotions. We selected some stories, people, and emotional recollections of the past to trigger them to recall the memories, so as to better appeal with the audience. The process of searching for the past recollections was in tune with the plot of “looking for something and hunting for someone " in “The Hunting Genius ", producing realistic offline contents, and encouraging everyone to pursue their memories of the past.

Creative Execution

"The Seat with Lost Property”exhibition was held, which turned the stories collected from online H5 pages into offline realistic exhibition. The exhibition could find existence in FAW-VW auto 4S stores, large shopping malls and supermarket display areas, and art districts where people could join in discussions at any time, thus generated UGC contents further. At the same time, the exhibition itself has become a heated topic in communication, which helped dealers to do more promotion events.

Customer-based CRM system and dealer management system received desirable feedback. The client's final report expressed the satisfaction with the task which has been excellently completed and exceeded expectation. The specific data remains disclosed, due to the involvement of dealer management, the variance of statistic standards of different dealers, and the need of keeping confidential for customers.

IQIYI S-grade web series“The Hunting Genius”was exclusively sponsored by FAW-VW. From online to offline, Client aimed to produce more realistic landing contents beyond IP. In response, "The Seat with Lost Object” exhibition ensured. Lost items and stories behind them collected via Internet were exhibited and displayed in FAW-VW auto 4S stores?shopping malls and IP promotion events. By tunneling the heat IP impact into offline, it successfully reached the communication target and surpassed the expectation.

In recognizing the situation of losing something on a car seat, we observed that the lost property was often associated with special stories and emotions,which would inspire people to hunt for their memories. All of these gave rise to "The Seat with Lost object” exhibition, which, by displaying the lost property on car seat and the stories behind, attracted the audience to become part of the stories. Online campaigns launched along with the plot of “looking for something and hunting for someone " in “ The Hunting Genius " , and produced offline landing contents, thus breaking through the key links between the two.

Credits

Name Company Position
qiu bohan Hylink Digital Solutions Co., Ltd. ECD