'An emotional chord' [China Daily: Hong Kong Edition]
(China Daily: Hong Kong Edition Via Acquire Media NewsEdge) New family focused campaign based on hit TV show rolls out
Japanese automaker Nissan Motor Co's premium brand Infiniti reinforced itself as a luxury auto brand with emotional resonance when it started the Gan Ai Season of Family Love marketing campaign last week.
The move was Infiniti's latest idea from its new Gan Ai brand concept, which was unveiled at a show where performers from the United States and China took to the stage at the beginning of the year.
The Chinese character Gan means a truly challenging and daring spirit - going against traditions and doing something extraordinary.
Ai represents love, passion and true feelings from the heart.
The marketing campaign was based on the successful sponsorship of the popular TV reality show Where Are We Going, Dad? last year.
The campaign involves partners from different fields to provide experiential activities including entertainment and TV show sponsorship, online video interaction, family driving tours, fashion, cartoons and sports education for 5- to 12-year-old children.
"The cooperation with Where Are We Going, Dad? was one of the most successful marketing campaigns in the automotive industry. It built emotional resonance with China's young-minded customers, as both of us spread love to family and ordinary life," said Daniel Kirchert, managing director of Infiniti China.
"The new campaign indicated that our Gan Ai brand concept is entering a new and higher level."
At the launch event, Kirchert also announced Infiniti would extend its sponsorship for season II of Where Are We Going, Dad?, which was first broadcast last Friday.
"It's the perfect hand-shake between Infiniti's Gan Ai spirit and the show. Dads should bravely introduce their children to the outside world, sharing experiences and exploring the unknown together.
"And children should bravely come out of the greenhouse to accept any tasks and challenges. That's what we mean by Gan," said Kirchert, a father of two children.
"The natural love and care for children, as well as the companionship, care and encouragement when they face difficult challenges are illustrated by the character Ai," he said.
According to Kirchert, on average, one in three Chinese people watched season I of Where Are We Going, Dad? last year.
He said more than 2.1 billion online clicks made the TV show the most popular one in 2013 and helped boost Infiniti's brand awareness. Sales of Infiniti QX60, which appeared in the show, saw a rapid increase.
Infiniti's continued cooperation with the TV show will offer related activities including Gan Ai Dad summer camp, Back to Where Are We Going, Dad? Journey, Boonie Bears image authorization and Gan Ai T-shirt design with fashion brand NPC.
"The new marketing campaign will be more interactive, educational and entertaining," said Kirchert.
The summer camp and journey trip alone are expected to involve more than 8,000 people, including about 3,000 children, according to Kirchert.
The luxury QX80 and QX60 hybrid models are due to feature in the show to provide safe and comfortable rides for the father and children characters.
(China Daily 06/23/2014 page19)
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