Why is this work relevant for Brand Experience & Activation?

The campaign evoked sensations, feelings, cognitions, and behavioral responses of the consumers. It established a lasting and meaningful relation between the consumer and brand by stimulating the patriotism at a specific time period. By highlighting the relevant between Fengon scenery and Chinese enormous sceneries on banknote enhanced the consumer's brand cognitions. The results of online and offline marketing further confirmed the consumer's favorable response to the brand.

Background

Nine million three hundred and fifty thousand SUVs were launched in 2019 into the domestic market. We discovered the launch of Fengon ix7 to be an epic challenge, but also a massive opportunity. 2019 marks the 70th anniversary of the founding of the People’s Republic of China. There is nothing more worthy of celebration than the national pride of the people, the blooming of the Chinese economy, and the rising Yuan. By placing the famous sceneries of China on banknotes, consumers can associate the famous sights with Dongfeng’s brand image.

Describe the creative idea (20% of vote)

The idea is about setting out on a monumental journey and visiting the unique locations on each banknote. We provide extreme performance with Fengon that can allow you to venture into places beyond your imagination. Our trek encompasses the Potala Palace in Lhasa (50 Yuan note), the Three Gorges Dam in Chongqing (10 Yuan note), Guilin’s beautiful Li River (20 Yuan note), Hangzhou’s West Lake (1 Yuan note), Mount Tai in Shandong (5 Yuan note), and Great Hall of the people in Beijing (100 Yuan note). Over 29 days, Fengon ix7 traveled 13,000 km across 15 provinces and faced many terrains and weather, from -20 degrees to 25 degrees.

Describe the strategy (20% of vote)

2019 was the 70th anniversary of the founding of China. The campaign has taken advantage of the trend of national confidence, the rise of Chinese own brand, and appreciation of the wonder of Chinese great nature to draw out a sense of national pride to the individuals. The campaign strategized presenting the core selling point of four-wheel drive and midsize SUV. (The brand Fengon spells and sounds the same as “scenery” in Chinese). By highlighting the relevance between Fengon and scenery, further enhanced the awareness of the brand and established the national brand image.

Describe the execution (30% of vote)

-November 22, 2019: On the day of the press conference, the journey of Fengon traveling to the places shown on the Chinese yuan started. Social media platforms: Weibo, WeChat, news & media. -December 23, 2019: The journey of Fengon traveling to the places shown on the Chinese yuan ended. Social media platforms: Weibo, news & media. -January 9, 2020: The journey of Fengon traveling to the places shown on the Chinese yuan animated CG version is published. Social media platforms: TikTok topview、weibo、wechat、news -January 10, 2020: Documentary film of the whole journey is published. Social media platforms: TikTok topview、weibo、wechat、news

List the results (30% of vote)

The campaign found epic success, grabbing the nation’s attention and imagination. The media has coverage over 39 times. Weibo trending hashtag #Witness the scenery of China with Fengon hits 200 million views in total, surpasses #Guangzhou International Light Festival. Tiktok topview hits 37 million and News media impression hits 115 million. The campaign has largely improved the consumer's awareness of the brand. Data from Tiktok topview shows that followers of Fengon's official account increased by 24123 while 177756 increased in home page traffic over 3 days. Over 13,8000 discussions on Weibo. The consumers expressed surprise and affection for Fengon's extreme capability. The film created a mass self-propagating reaction on social media platforms. Both the brand influence and favorability of Fengon have improved significantly.