Aotena Electric Vehicle Platform Marketing Campaign in China

The traditional car manufacturer General Motors hopes to create consumer demand for Ultium-powered vehicles through the launch of its electric vehicle platform Ultium, while strengthening GM's right to speak in the field of electric vehicles, renewing its own brand image, and positioning it as a company.

Case details

Brand: General MotorsBrand owner: General MotorsMain agency: McCANN ShanghaiMain agency holding group: IPGMarket launch: Mainland ChinaIndustry: AutomotiveMedia channels: building media, OTT smart TV, KOL, celebrity/celebrity spokesperson, website/micro website, mobile & application APP, applet, H5, search marketing, online display advertising, online video advertising, information flow advertising, Programmatic Advertising, Public RelationsBudget: 50 million or more

Case Summary

China's auto market is booming, and new brands with technology and innovation are attracting people's attention. As a traditional automaker, General Motors hopes to refresh its brand...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands