Buick Encore: The SUV for the post-80's generation

This case study describes how Buick, the car manufacturer, launched a new SUV product in China targeted at young adults.

Buick Encore: The SUV for the post-80's generation

Sean Hung

Campaign details

Brand owner: Shanghai GM companyAgency: LOWEBrand: Buick EncoreCountry: ChinaChannels used: Branded content, Online videoMedia budget: 1 – 3 million

Executive summary

The agency created a most successful SUV launch campaign in China which achieved the sales target of ¥3 billion ($482 million) in only three months with one campaign.

In China, Buick planned to launch a whole new compact SUV 'Encore' in October 2012. SUV marketing was crowded since there were 127 types of SUV in China,...

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