We wanted to create a brand-new approach to experience the functions of INFINITI QX50, to establish a closer relationship between the car and the driver and to encourage users to create and share their own unique experience. To achieve this, we decided to use dynamic music as a message carrier of product’s functions. We collaborate with well-known electronic musicians to launch a program that allows consumers to interact with the brand.

We invited Chinese well-known electronic musicians to collect different sounds when using different car parts and functions of an INFINITI QX50. Each sound was recorded in a professional way with special equipment. We remixed these sounds into 18 dynamic sound effects and uploaded them to an HTML5 (it’s not an app, no download is needed). Then users can freely choose various sound effects on this HTML5 to endlessly compose their own unique music. They can share their best music on social media and inspire others. We announced this HTML5 on the brand’s official social platform (Wechat) on 23th November 2017. Users could upload and distribute the music they composed on the mobile social platform (Wechat).

The positive response and action was immediate and considerable. In 3 days, over 300,000 users have participated in this campaign and we received up to 5,533 amazing masterpieces. We then hosted a unique concert for the fans allowing over 20,000 people to enjoy the original music composed by users on a live concert. As a result of the popularity of this campaign, the sales jumped 270% year-on-year.