The brief
To stir up genuine enthusiasm for their crucial new COS1° model SUV, Chinese carmaker Changan Oushang decided to start with the basics: an event that would give its dealers first-hand experience of the vehicle’s features, comfort and lively performance.
Creative execution
Starting with the client’s basic concept, the Pico team developed a detailed strategic and creative plan for an exclusive dealer-only test drive event. As part of their integrated approach, Pico was also responsible for event management.
When the day arrived, no less than 100 dealer representatives converged on the Chongqing Yuelai International Convention Center to experience the new COS1°. After initially familiarising themselves with the vehicle, participants were divided into teams for a timed test drive experience on a course prepared by Pico. It included challenges such as rugged obstacles and wet tarmac to truly test the car’s capabilities against those of competitors.
Before and after the test drive, participants could relax and mingle in the venue’s indoor area, which the Pico team had outfitted as a Changan Oushang-branded ‘interactive communications platform’.
The COS1° test drive was a crucial success, ‘selling’ dealers on the excellence of a new model through a personal on-road experience even before the official launch.
