The Story
Expectations ran high for Changan Automobile’s new CX70T model in 2017. As a large SUV boasting plenty of high-tech features at an affordable price, the CX70T is aimed right at the heart of China’s car market – and set to conquer a sizeable piece of it.
Much of the vehicle’s market performance would hinge on its launch. To ensure its success, Changan Automobile engaged Pico’s experienced TBA team to execute an integrated package of planning, implementing and managing the event.
The Idea
The team began its work by examining the “DNA” of the CX70T. Reflecting its status as the flagship of Changan Automobile’s “Auchan” range, the vehicle was defined by a philosophy of value, offering consumers high-end style technology at an affordable price.
With this in mind, plans for the launch event took shape with a focus on communicating a strong “tech and value” message to the market and media.
Creative Execution
Along the way, the team envisioned some methods of engagement. The effort to engage the audience with the message began with dealers being invited to download an innovative AR app well before the launch. After scanning in images of the new car, the app instantly superimposed the model’s list price, making comparison-shopping easy.
At the event, the high-tech message was reinforced by such exciting elements as laser lighting effects, while the CX70T itself was introduced via interaction with the actual car rather than the usual series of executive speeches. Most physical elements of the launch event were sustainably designed and fabricated by the TBA team.
The Results
The success of the CX70T launch was immediately apparent at the event itself, and continues to resonate with the model’s subsequent sales performance:
• Launch attracted 1,200 invited guests, including dealers and media
• Widespread coverage from major media networks and publications
• Over 10,000 CX70Ts sold in the month subsequent to launch
