Why is this work relevant for Brand Experience & Activation?

With the work overtime, involution, and fired-up kids become common social phenomenon, we had lived in a period full of anxiety. The person who born after 1985s normally targeted as under 0.3million CNY SUV main consumers. Based on the insight, Lynk&CO drive them far from city, to experience comfortable life and find the freedom.

Background

As the new auto brand which is very popular among born after 1985 persons, It’s new products — The all new Lynk&CO 01 launched in December 2020, however it wasn’t held an experience campaign because of COVID-19. In addition, the phenomenon of work overtime, involution, and fired-up kids became more common in China. In order to continue the popularity of new products and provide an opportunity for consumers to test the product far away from the city. Lynk&CO 01 held a test-drive campaign named FUN TO THE WILD, to communicate brand value of INTERESTING, FASHION, DISCOVERY, strengthen the brand label of New international high-end SUV, then improve brand volume and promote sales.

Describe the creative idea (20% of vote)

Taking the “Far from involution” as the key idea. Improving the awareness of FUN TO THE WILD by stray birds, continuously communicating FUN TO THE WILD BIRDS BACK HOME yearning. Waking up consumers to pursue freedom by a test-drive campaign far from the city. Finally, output brand concept and lifestyle though creating unique consumers system，and having a dialogue with the world.

Describe the strategy (20% of vote)

1. Catching up the key point by Emotional Marketing: Put the social hotspot in the test-drive campaign, communicate FUN TO THE WILD and environmental concept such as taking good care of birds, protect birds, and protect environment. 2. Improving participation in several sections: Cooperate with regional dealers, Lynk & CO car owners, to have a sticker relation and create brand concept together with consumers. 3. Experience communication on all type platform: Combined with offline campaign and online social media such as Wechat, Weibo, The RED, and TikTok, in order to provide an all-sense experience for consumers.

Describe the execution (30% of vote)

The first Stop, from 22nd to 30th March, the all new Lynk&CO 01 invited auto media and car-owners family traveled to Hanzhong crested ibis sanctuary. They discovered crested ibis which is the world's endangered animals, and had a professional test drive. They also had an excited camping experience in Youmanji International Auto Camp in Hanzhong. Next, it was in Yinchuan Ningxia. The all new Lynk&CO 01 invited auto media and car-owners family discover the Podiceps cristatus，challenged mountain-road test drive, and camped here.

List the results (30% of vote)

The Weibo topic # FUN TO THE WILD # received near 20 million views. Related short videos on the Lynk&CO official TikTok were viewed more than 1.2 million times. During communicated period, totally covered more than 95 million persons, achievied cover all the platform including mainstream media, core auto media, magazine/we-media, and KOL, etc. It caused great repercussions in the automotive industry, media, and users, full fill the improvement of reputation, provide a new way among auto industry communication.

Please tell us about the cultural insight that inspired the work

1. Put Humanistic philosophy, lifestyle in test drive, breakthrough the single product experience 2. Using Live on official platform and KOLs, communicate campaign advantages in an experience way. 3. KOL communication, improve brand common sense. 4. Issued official experience strategy, precipitate brand assets.