Why is this work relevant for Entertainment?

Unlike promotional campaigns conducted by many vehicle brands, IM Motors hoped to break the convention by offering a solution feeling more with consumer needs. As a brand that relies on science and technology and respects humanity, IM Motors has focused on the sense of self-identity and self-expression of contemporary consumers. The animated video starts with Toby asking the ultimate philosophical question: What Am I? From the perspective of a science geek, the relation between the car and me is reinterpreted: the car is no longer a car, but an extension of my body and the body of my soul.

Background

In 2021, IM Motors, a high-end smart BEV, was launched globally, and as a high-end brand of SAIC, it made great efforts to seize the track of new energy. Having a glance at the propagation style of new energy motor brands at present, besides focusing on cool, technology, value and affection, most of them also communicate through the forms of endorsement by social media stars, cooperation of famous directors or well-known IP, voice of car owners, etc ... Although everyone is keen on this, do these car advertisements really understand you? With questioning and innovation, we break through the conventional style and create an answer that is more "understanding" the consumers.

Describe the creative idea

What consumers in the new era need is not a brand-new smart car brand, and they don't understand what the "overall and in-depth intelligence of whole car" can bring. In this case, W is away from the standardized parameters that are used for propagation, abandons the transmission of dry product selling points, but tells the simple insight of travel in the new era: I never want to explore this world I just want to explore myself in this world there is never a shortage of a new smart car Only missing a new me I never wanted a car because: I’m Toby This car is me IM what I am

Describe the strategy

IM Motors is a brand that relies on technology and respects human nature, and the film of Toby also starts from exploring the ultimate philosophy of "I": abandoning the professional label defined by popularity and the label set by people in the circle, we ask: So what am I? The answer comes from the true and brave analysis of "I"--redefining the relationship between the car and me with the romantic science geek's thinking; So,this car is no longer a car, but an extension of my body the body of my soul. There is never a shortage of a new smart car, Only missing a new me. This car is me.

Describe the execution

1. Cooperate with the Brand Partner Program of IM Motors, spread and continue the brand co-creation gene, invite artists to create works, deeply analyze and gain insight from the perspective of individual users, and break through the traditional car advertising styles. 2. Use individualized and amiable iconic illustration style, and interpretate "This car is me" with creativity. 3. Implement 3-D and overall communication through large channels, launch at Bilibili for the first round, and go online of mainstream channels such as Micro-blog and WeChat.

Describe the outcome

The brand sound volume exceeded 100 million, which caused a huge reaction in the new energy industry, and the reservation far exceeded the overall KPI communication. The campaign has been launched as of January 20. As of January 20, the campaign has ended, with the Weibo hashtag #What a smart car should be# received 580 million reads and 27,000 discussions. the Weibo hashtag #New way to go out in the future# received 450 million views and 143,000 discussions.