Cannes Lions

Make Your Energy Count

CHEIL WORLDWIDE BEIJING / INFINITI MOTOR COMPANY / 2019

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Overview

Background

China is at the stage of pursuing cutting-edge technology, especially on electric vehicles. But consumers are not paying attention to hybrid engines,while hybrid technology is difficult to understand. Our purpose is to explain Infiniti’s hybrid technology clearly. And promoting brand awareness of Infiniti by consumers’ recognition of technology.

Idea

In China, young people in developed cities try to burn as much energy as they can. While, people in remote areas suffer from being lack of energy. The efficient hybrid technology in INFINITI cars, allows people to make excess energy more valuable. According to the same concepts, we launched an O2O event. Through the most popular running app in China,we invited runners from different cities to join the event and recorded their running distance. Infiniti built a unique installation to convert the energy of running into rice and then donated the rice to remote area. Through the event, we made consumers realize that excess energy can do bigger and a better understanding of Infiniti’s Hybrid technology.

Strategy

In China, young people in developed cities try to burn as much energy as they can. While, people in remote areas suffer from being lack of energy. We believe that brand could make the converting of energy become something more meaningful to society with the help and participation of consumers. In this way,consumers could have a better understanding of hybrid technology and Infiniti’s brand concept.

Make excess energy more significant

Infiniti’s target audiences are individuals and organizations in cities of developed regions in China who pay attention to health, sports and fitness and public welfare.

Infiniti built a unique installation which able to count rice grain by grain. And then called up the event through cooperating with the most popular running app in China. We designed poster templates to invite participants to fill in information to generate event posters for secondary dissemination on social media.

Execution

Through the most popular running app in China,we invited runners from different cities to join the event and recorded their running distance. Infiniti built a unique installation which able to count rice grain by grain. Meters and rice have the same sound in Chinese that called “mi”. So for every “mi” people run, a grain of “mi” will be donated to remote area.

We have tracking and reporting this event through Weibo and WeChat to increase social media exposure.

The event had been held from May 18 to June 5, 2018 nationwide in China. 454973 city runners joined the campaign, and all together converted over 150 million meters into 150 million grains of rice. 75,000+ social media interactions for the event.

Outcome

The event had been held from May 18 to June 5, 2018 nationwide in China. 454973 city runners joined the campaign, and all together Infiniti donated over 150 million grains of rice. It's about 30121 kg of rice, enough to feed 149,940 people for one day . 75,000+ social media interactions for the event.

The event was appreciated by the target audience. Their evaluation of the event was very positive. According to the post-investigation, consumers' preference for the Infiniti brand and their understanding of the Infiniti hybrid technology was significantly improved.

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