SEARCH ENGINE FOR REAL LIFE - CHEVROLET DIGITAL BRANDING CAMPAIGN

TitleSEARCH ENGINE FOR REAL LIFE - CHEVROLET DIGITAL BRANDING CAMPAIGN
ClientSAIC-GM
Product / ServiceCHEVROLET
CategoryD03. Use of Social & Digital Platforms
EntrantHYLINK DIGITAL SOLUTIONS Beijing, CHINA
Idea Creation HYLINK DIGITAL SOLUTIONS Beijing, CHINA
Media Placement HYLINK DIGITAL SOLUTIONS Beijing, CHINA
Production HYLINK DIGITAL SOLUTIONS Beijing, CHINA

The Campaign

Chevrolet launched an integrated digital branding campaign together with top 4 Chinese search engines to inspire people to explore the real world with a Chevrolet vehicle. By employing AR technology and big data from Baidu, Chevrolet let 5.3million users face themselves on Baidu.

The Brief

Chevrolet launched an integrated digital branding campaign together with top 4 Chinese search engines to inspire people to explore the real world with a Chevrolet vehicle. By employing AR technology and big data from Baidu, Chevrolet let 5.3million users face themselves on Baidu.

Creative Execution

Chevrolet launched an integrated digital branding campaign together with top 4 Chinese search engines to inspire people to explore the real world with a Chevrolet vehicle. By employing AR technology and big data from Baidu, Chevrolet let 5.3million users face themselves on Baidu.

Describe the success of the promotion with both client and consumer including some quantifiable results

Chevrolet launched an integrated digital branding campaign together with top 4 Chinese search engines to inspire people to explore the real world with a Chevrolet vehicle. By employing AR technology and big data from Baidu, Chevrolet let 5.3million users face themselves on Baidu.

Explain why the method of promotion was most relevant to the product or service

Chevrolet co-operated with the top 4 search engines in China to kick off the “Search engine for real life” digital campaign. Based on big data from search engine about users’ historical searching behaviors, Chevrolet tailormade an interesting portrait for each user and incurred social spreading by utilizing curiosity. Through online enrollment on urban life APP consumers were taken to experience the hot spots in key cities by a Chevrolet car. This campaign used multiple digital platforms to fulfill a thorough communication of Chevrolet new branding concept.

Chevrolet launched an integrated digital branding campaign together with top 4 Chinese search engines to inspire people to explore the real world with a Chevrolet vehicle. By employing AR technology and big data from Baidu, Chevrolet let 5.3million users face themselves on Baidu.

Credits

Name Company Position
zhang ke Hylink Shanghai Deputy General Manager