Cannes Lions

DONGFENG HONDA XR-V EMOTICONS ON WECHAT: “CUTE V” BRAND MARKETING

BEIJING C&I ADVERTISING COMPANY LIMITED, Beijing / HONDA / 2015

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Overview

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Credits

Overview

Description

In order to support the launch of a new model, we designed a series of emoticons on Wechat which is a very popular app. The icons are based on the new car model. This series of emoticons include many contexts such as a traffic jam, getting a fine ticket and snowing days. The total of 16 icons include icons for “hi”, “bye”, “honey”, etc. Many users got addicted to them. The link for downloading the icons can be put on circles of friends on Wechat for the spreading of icons. This helped us accumulate a lot of fans during the launch of the new model.

Execution

1. The emoticons were officially available on Wechat on Nov. 21. A campaign called “using cute V emoticons to get free car models” was launched at the same time on Wechat and Weibo.

2. From Nov. 24, we use Wechat large account, the account with a lot of fans, to initiate viral spreading effect.

3. From Dec. 2, we delivered ads to target consumers by age, region, gender, etc. We made 16 different style banners and used cyber language to improve click rate and download rate.

4. The advertising reached target consumers accurately.

Outcome

The spread was astonishingly quick. Within a month, the exposure on Wechat had reached 70 million. On Wechat, more than 1.41 million people joined the campaign; the total clicks reached 1.5 million; more than 2.14 million interactions.

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