MAKE YOUR ENERGY COUNT

TitleMAKE YOUR ENERGY COUNT
BrandINFINITI
Product / ServiceINFINITI HYBRID
CategoryA05. Automotive
EntrantCHEIL WORLDWIDE BEIJING, CHINA
Idea Creation CHEIL WORLDWIDE BEIJING, CHINA
Media Placement BEIJING DENTSU ADVERTISING, CHINA
PR BLUEFOCUS PR CONSULTING Beijing, CHINA
Production TAIHEYH BEIJING, CHINA
Additional Company INFINITI BEIJING, CHINA

Credits

Name Company Position
Dechun Qiu Cheil Worldwide Beijing Group Creative Director
Woody Hu Cheil Worldwide Beijing Creative Director
Delong He Cheil Worldwide Beijing Creative Director
Dechun Qiu Cheil Worldwide Beijing Group Creative Director
Woody Hu Cheil Worldwide Beijing Creative Director
Delong He Cheil Worldwide Beijing Creative Director
Zehao Shi Cheil Worldwide Beijing Associate Creative Director
Chen Xiao Cheil Worldwide Beijing Senior Art Director
Joey Sun Cheil Worldwide Beijing Senior Copywriter
Flip Sorée Cheil Worldwide Beijing Creative Consultant
Mina Gao Cheil Worldwide Beijing Senior Copywriter
Hongting Wang Cheil Worldwide Beijing Design
Vanessa Ding Cheil Worldwide Beijing Managing Director
Mina Jat Cheil Worldwide Beijing Planning Director
Sofia Liu Cheil Worldwide Beijing Business Director
Lorraine Li Cheil Worldwide Beijing Account Director
Annabelle Yu Cheil Worldwide Beijing Senior Account Manager
ZiRun Zhou Cheil Worldwide Beijing Director
Xiao Xiao Cheil Worldwide Beijing Producer
LiangYu Xiao Cheil Worldwide Beijing Director Of Photography
Yan Zi Cheil Worldwide Beijing Art Director
Tongjia Guo Cheil Worldwide Beijing Film Cutter

Why is this work relevant for PR?

After the hybrid technology vehicle launched, the first thing we do is to call consumer’s attention to making good use of excess energy. And then put forward our views: 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. We believe that brand could make the converting of energy become something more meaningful to society with the help and participation of consumers. In this way,consumers could have a better understanding of hybrid technology and Infiniti’s brand concept.

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 (20% 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 (30% 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) – must include at least two of the following tiers:

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.