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,...