In China, INFINITI is relatively weaker than its first-level competitors in terms of brand awareness as well as distribution channels. INFINITI QX50 is a Four-Wheel Drive SUV with exceptional performance. Our biggest challenge lies in the fact many of its functions are not easy to perceive directly. In order to capture a larger market, we have to find out a way to attract audience attention (both existing customers and potential customers) and ignite their interest in INFINITI cars in a completely new manner.

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 November 23th 2017. Users could upload and distribute the music they composed on the mobile social platform (Wechat). On November 25th 2017, we hosted a unique concert for the fans to enjoy their own amazing music.