Creative Execution

We invited well-known Chinese electronic musicians to collect sounds from different parts and functions when driving an INFINITI QX50. Each sound was recorded in a professional way with special equipment. We remixed these sounds into 18 dynamic sound effects and uploaded them to an HTML5 (it’s not an app, no download is needed). Then users can freely choose various sound effects on this HTML5 to endlessly compose their unique music. They can share their best music on social media platforms and inspire others. We announced this HTML5 on the brand’s official social platform (Wechat) on November 23th 2017. Users could upload and share the music they composed on social media platforms.

The positive response and action was immediate and considerable. In 3 days, over 300,000 users have participated in this campaign and we received up to 5,533 amazing masterpieces. We then hosted a unique concert for the fans allowing over 20,000 people to enjoy the original music composed by users on a live concert. As a result of the popularity of this campaign, the sales jumped 270% year-on-year.

Living in big cities in China means you’ll have to spend hours on the road. Data shows that drivers spend more than 2 hours per day on average in their cars because of traffic jams. Over 90% of them choose to listen to music or radio to kill time. Listening to music is one of the favorite leisure activities of our target consumers and doing it while driving has become their everyday habit. In the same time, cellphones are their most important access to information and to entertainment. That’s why we build up a program related to music on mobile devices to communicate with the target consumers of QX50, generating interactions on social platforms.