In contrast with under-appreciated car wellness, overall health awareness is growing in China. In 5 years, health supplement category has grown 18%, gym participation 13%, organic foods industry 30%.

Car owners needed to appreciate that, just as their own body does, a car goes through wear-and-tear too, and therefore requires care & maintenance.

So we created a unique ID, “MyCarPulse”, for each of the 20M cars, to interact with individual owners, building awareness that their car is dynamically unique, constantly being shaped by their own driving pattern, care and treatment.

“MyCarPulse” individualized cars with hyper-personalized messages that allowed owners to get timely lifestyle-relevant feedbacks from their car and also bring to live their on-the-road experiences.

We developed the hyper-personalized messages based on AI-powered 5-dimension owner profile including driving pattern, lifestyle and car condition, drawn from AI-powered state-of-the-art HADOOP framework of CRM, dealership, OnStar & WeChat community databases.

High-relevancy customized reports were the cornerstone of the campaign, complemented by interactive alerts and notifications tailored to the actual state of the car to establish owners’ car health actively be on top of mind. Through big-data powered connectivity analytics, hyper-personalized “MyCarPulse” reports were delivered at the most relevant times, eg. at end of lunchbreak to office ladies, pre-dinner to 9-to-6 white-collars. We also enabled owners to share their experiences with service centers to encourage lively discussion around the topic. An AI-based chat-bot solution was implemented and is currently in pilot phase, with great potential for further sophistication.

Lastly, we released daily tips on general car maintenance and on how to spot car problems. Offline events were held monthly across China, we organized activities in service centers, where healthcare/wellness professionals and car specialists analyzed the wellbeing of both car and the drivers themselves. As a result, personalized Wechats were then delivered.

Stellar results for a pilot – at +118%, more than double increase in service reservation rate (on wechat communities) at 1241% ROI*!

- Owner club registrations increased 30%

- Positive Word-of-Mouth on service center experience increased 50%

- Sharing of posts increased 76%

- Service centers attributed most incremental visits to MyCarPulse campaign

- Dealerships’ word-of-mouth was so strong that “MyCarPulse” will become an always-on service from second-half 2017 onwards.

Investment was only USD13,000 (additional coding of existing data network and post development).

It is transformative in 2 ways: the use of smarter AI interrogation and analytics of iMoment system, and an owned first approach with zero media investment even though we leveraged the mobile and social community media. The business ROI calculation is based on business revenue and coding plus post development costs. What’s more, it can be (and will be) scaled at zero incremental costs for potentially exponential revenue.