Background

NGK - the world's leading spark plug maker in the automative engine market - wants to break into the China market by launching G-Power spark plug. But competition is tough, and NGK was almost unheard by many.

STRATEGY

Instead of the mass, we focused on the humble and often unseen mechanics in China. We wanted to inspire mechanics to take pride in their craftsmanship, and change the mass' perception towards them. By leveraging on NGK's global status, we could address both audience and create awareness for NGK G-Power.

IDEA

The idea is The Mechanics' Anthem, an uplifting anthem sung from the hearts of mechanics around the world. We created a music video that featured mechanics from every corner of the world, singing along to The Mechanics' Anthem. When mechanics in China watched the video, they felt a bond of brotherhood with mechanics around the world. The Mechanics' Anthem evoked pride and purpose among mechanics, and they were no longer alone, but instead a sense of belonging to a community of like-minded individuals that believed in providing the best professional car service with NGK G-Power.