Why is this work relevant for Integrated?

When your objective is to change GM's traditional brand image by launching an all-new EV propulsion platform, an integrated campaign is the ideal catalyst. By taking a bold leap in message localization, crossover content co-creation, holistic media planning, and celebrity endorsement, GM created a truly engaging ULTIUM campaign and set an industry benchmark with unprecedented integrated marketing. In this way, we weaved our tech product seamlessly into pop culture, inspiring everyone with Ultium’s ability to help people step into the future.

Background

China is the most advanced EV market, and GM was simply late to the game with the designed-from-the-bottom-up EV products customers demanded. Ultium was our ticket into the club of new technology-driven EV manufacturers. Our objective was to establish Ultium as a superior EV solution, not just an EV product, and create demand for Ultium powered vehicles. By launching Ultium by GM as a leading EV platform, we targeted to highlight GM’s technology prowess, and through it, the brand’s ability to change the future of electrification in China. This fresh approach commanded attention and provided a unique angle that cut through the EV market clutter, helping to establish GM as a new leader in the Chinese EV market and as the company to launch the automotive EV category into a new era.

Describe the creative idea

Supported by Innovation, Performance, and Reliability, we position Ulltium as a superior EV platform, which leads to the creative idea of "EV Reborn Stronger". To develop messaging that resonates, we re-interpreted the word “platform” and infused it with meanings relevant to Chinese consumers. Knowing the young modern Chinese is always looking to achieve more and strive for better, we leaned into messaging the advanced foundation of Ultium, where everyone can be empowered to “step up to EV, and step forward into the future.” By leveraging the creative device of “Step up and step forward”, we demonstrate to people their potential to step up to the best and step forward into the future with Ultium powered vehicles.

Describe the strategy

China is the most developed EV market, with more than 150 EV models on sale today. To build awareness for Ultium, our objective is not to grow the overall market but to differentiate from the competition. While other OEMs communicated features on individual speeds and feeds, GM's strategy was to create Ultium as an entire EV propulsion system solution. By positioning Ultium as a holistic EV solution, GM claimed key territories customers cared about most-- Performance, Innovation, and Reliability. With a consumer-centric strategy anchored in helpfulness and education focused on consumer-led benefits, we successfully established Ultium as the most advanced EV platform. And by pulling the Ultium platform, the critical brand ingredient, into the spotlight, GM distinctively stands out from other EV brands.

Describe the execution

To maximize influence, we worked with carefully selected brand ambassadors, highly influential and impactful in varying fields of technology, economy, and sport. They successfully provided credibility and authenticity in claiming the three key territories-- Performance, Innovation, and Reliability. Additionally, honing the humor effect of cognitive bias, we sponsored a comedy show, being the first automotive company to do so and boldly being an industry pioneer. The collaboration successfully humanized the science of Ultium in ways that everyone can relate to and get the name into the culture.

List the results

The success of a wholly integrated campaign that made waves in the market resulted in total impressions of over 2.3 billion and clicks over 18 million. Brand awareness of GM grew from 9% to 46%, and the preference for Ultium powered vehicles grew from 0% to 18%. After launch, the search of Ultium increased by 1197% and generated over 6 million engagement in social media, as well as a positive sentiment share at 84.5%, hitting our goal of building up the reputation for GM Ultium as the foundation in China market. Moreover, it also generated impactful business results; the pre-sale of Cadillac LYRIQ, the first GM’s EV powered by Ultium, reached over 2000 on the 1st day, surpassing our 1600 KPI in total.