How to shape a warm and amicable brand image for autonomous driving while boosting employee satisfaction through internal activities?

It occurs to us that two things are the most romantic, one is to engage in a world-changing career and the other is to marry your true love.

We accomplished these two things all at once by“Staging First-Ever Autonomous Wedding Fleet.”

On Chinese Programmer's Day, our engineers picked up their beautiful brides in the autonomous vehicles they developed. A warm and romantic wedding ceremony enables our employees and the general public a favorable impression of the autonomous driving brand.

The first-ever autonomous wedding fleet brings autonomous vehicles to people's attention in an unprecedentedly warm way. With a human touch, it dispels people's misgivings about the security of autonomous driving, casts the engineers in a warmer light, and impresses each and every employee that our technology touches the heart, which is perceived from inside out by the general public, thus delivering the desired PR outcome for our company brand.

Target audience: the company's employees and people unfamiliar with autonomous vehicles

Approach: On the most special day, stage the most extraordinary event with autonomous cars, shape a unique and splendid brand experience—“autonomous wedding fleet”, and instill in the target audience the reliability of the technology, the technological pursuit of the R&D team, and the human touch of the brand, thus creating positive PR for the brand.

September 27th,“First-ever Autonomous Wedding Fleet” program launch.

October 10th, program planning and details finalized, execution begins.

October 15th, wedding site selection, wedding preparations, including procedures and relevant matters.

October 18th, autonomous fleet procession route planning

October 23rd, procession rehearsal.

October 24th, bride pick-up, wedding and autonomous fleet procession, and whole-process video recording.

On that day, Baidu employees and passers-by were piling up around the scene and taking photos which were posted on social media, triggering a multitude of press coverage.

On that day, # First-ever Autonomous Wedding Fleet# was trending as a hot topic, with 14.88 million plus views, 139K likes, and 2.99 million recommendations in total.

Baidu Apollo brand reputation was greatly boosted.