Why is this work relevant for Direct?

Product selling point is very rational, we need to create a marketing method for consumers to quickly recognize, this is our challenge! In China, young people in developed cities try to burn as much energy as they can. While, people in remote areas suffer from being lack of energy. According to this special insight, we made a strong organic combination between Infiniti’s Hybrid Engine technology and the current situation of food shortage in remote areas. We have created a more topical and participatory marketing approach by calling on target audiences to donate excess energy to remote areas through running.

Background

China is at the stage of pursuing cutting-edge technology, especially on electric vehicles. But consumers are not paying attention to hybrid engines，while hybrid technology is difficult to understand. Our purpose is to explain Infiniti’s hybrid technology clearly. And promoting brand awareness of Infiniti by consumers’ recognition of technology.

Describe the creative idea (30% of vote)

In China, young people in developed cities try to burn as much energy as they can. While, people in remote areas suffer from being lack of energy. The efficient hybrid technology in INFINITI cars, allows people to make excess energy more valuable. According to the same concepts, we launched an O2O event. Through the most popular running app in China，we invited runners from different cities to join the event and recorded their running distance. Infiniti built a unique installation to convert the energy of running into rice and then donated the rice to remote area. Through the event, we made consumers realize that excess energy can do bigger and a better understanding of Infiniti’s Hybrid technology.

Describe the strategy (20% of vote)

Infiniti’s target audiences are individuals and organizations in cities of developed regions in China who pay attention to health, sports and fitness and public welfare. In daily life target audiences are accustomed to using APP for health management and sports records. So we choose to cooperate with sports fitness APP as a platform for initiating and implementing the event to approach the target audiences.

Describe the execution (20% of vote)

Through the most popular running app in China，we invited runners from different cities to join the event and recorded their running distance. Infiniti built a unique installation which able to count rice grain by grain. Meters and rice have the same sound in Chinese that called “mi”. So for every “mi” people run, a grain of “mi” will be donated to remote area. We have tracking and reporting this event through Weibo and WeChat to increase social media exposure. The event had been held from May 18 to June 5, 2018 nationwide in China. 454973 city runners joined the campaign, and all together converted over 150 million meters into 150 million grains of rice. 75,000+ social media interactions for the event.

List the results (30% of vote)

The event had been held from May 18 to June 5, 2018 nationwide in China. 454973 city runners joined the campaign, and all together Infiniti donated over 150 million grains of rice. It's about 30121 kg of rice, enough to feed 149,940 people for one day . 75,000+ social media interactions for the event. The event was appreciated by the target audience. Their evaluation of the event was very positive. According to the post-investigation, consumers' preference for the Infiniti brand and their understanding of the Infiniti hybrid technology was significantly improved.