I DON’T WANT TO SELL A CAR TO YOU

TitleI DON’T WANT TO SELL A CAR TO YOU
BrandTANGECHE / SOUCHE.COM
Product / ServiceTANGECHE
CategoryA02. Fiction & Non-Fiction Film: 5-30 minutes
EntrantW Shanghai, CHINA
Idea Creation W Shanghai, CHINA
Production YUAN YUAN PRODUCTION Taipei, TAIPEI

Credits

Name Company Position
3Water Li W Chief Executive Officer
Jack Zhang W Account Director

Why is this work relevant for Entertainment?

In film, Tange's demands in different situations were met. After roller-coasting emotions from his becoming someone else with different careers, families and self-esteems, the film ends with a resonance - many people want to change a car but have to stop before the daunting price.

Background

- Auto ads are often challenging: even if the ads catch some eyes, conversion to sales is still hard due to high price of cars. - Most ads for auto-financial-products are generic and plain, heavily relying on KOL and of no iconic DNA. Homogeneous ads make customers often remember the KOLs rather than the brand itself.

Describe the creative idea

Advertising for automobiles always is a challenge: homogeneous productions make customers remember the KOLs rather than the brand itself. To avoid this, we have designed an eye-catching virtual IP called Tange in a short absurd film, where Tange exchanges souls with a number of people and gets a new car each time. The buzz point comes after the line:10% down payment for a new car.

Describe the strategy

To change your car is to change your life. - To break away from the mess of homogeneous competition, TanGeChe aims at creating buzz point and DNA to go viral. So, we have adopted the same old you-need-to-get-a- good-car narratives to spur consumers’ motivation to purchase, and designed an eye-catching IP image as the KOL. - We produced a short absurdist film where Tange exchanges souls with different people, and gets a new car each time. The buzz point comes after the line:10% down payment for a new car. The costs of changing a car are really not that high after all.

Describe the execution

- In the film, Tange was a business-owner, a client, a family member, a gambler, a gangster, a princeling scion and a village woman. His car needs were satisfied in different situations. - After the roller-coasting emotions as he became someone else with different careers, families and self-esteems, the film ends with a resonance - many people want to change a car but have to stop before the daunting price.

Describe the outcome

- 1100 + plays, 55 million reads, 1.5W + reviews, 20+ media shared and commented.