Buick launched New Regal 2.0T mainly to help it address the “strong power” brand assets connotatively. However, while consumers already facing
a digital ocean of advertisement, this requires us to excavate the hidden mystery underneath the numbers. Thus we generalize 2.0T’s functional advantage, and defined the core propagation appeal as the rapid response to the strong power.
STRATEGY
When reaching the speed limit, vehicle will emit sparks with ground frictions, therefore we choose the match box as the media and make the matchbox into Buick new regal. Hand out the car matches in the 4S stores to targeted consumers. Striking the match will perceive the targeted consumers that the burst power of new Regal 2.0T is just in a flash, which accords with the core appeal of rapid house power.
EFFECT
This special advertising creative roots and spreads widely among people, becomes spreading topics on internet. On-line inquiries of the product increases to 35%, brand awareness reaches new highs.
目标
别克新君威2.0T上市，主要意在帮助新君威在“内涵”上强化它“动力强劲”的品牌资产。但消费者面对的广告已经是一片数字的海洋. 这就要求我们挖掘数字背后暗藏的玄机，于是，我们归纳2.0T的功能优势，将传播核心诉求定义为快速响应的强劲动力。
策略
车的速度达到极限会与地面摩擦出火花。因此选用火柴盒为传播媒介，把火柴盒仿造成别克新君威。在4S店为目标消费者发放汽车火柴，当目标消费者划动火柴时，即让目标消费者认同新君威2.0T的动力爆发快到只需要一刹那，符合了快速强劲动力的传播核心。
效果
这个特殊的广告创意被广泛传播并深入人心，在网络上成为传播话题，网站上查询本产品的数量增加到35％，品牌认知度达到新高。
