Marketing Background
At present, the joint venture automobile enterprises are squeezed by upstream and downstream products, and the sales of core models are no longer strong. Buick is undergoing a product transformation. When the model is changed at the end of the year, how to improve the product reputation and ultimately drive sales has become a challenge for Buick Enclave S.
Marketing objectives
Create a full scene travel coverage, so that users can experience the integration concept of "easy driving" and "road" to be conveyed by Buick Enclave S in an all-round way.
Marketing program
Insight
The annual bill of Baidu Maps involves the user's historical route area, covering the whole travel scene, which just matches Buick's marketing appeal for the communication scene.
1) In 2021, because of the epidemic, many consumers have a lot of distant places they want to go but have not gone. It is a pity that they want to experience the situation but cannot achieve their wishes. The user behavior concentration calculation (distance, footprint, trajectory, call size, city, etc. By combining the brand with Baidu Maps' annual bill, users can personally understand their similarities with the brand's tonality.
2) Match the social labels obtained from the annual bill with the second part of "Braving the Flower Road". Among them, 25 customized routes are also theme routes selected from the map route data that conform to their style and tonality. At the same time, the driving experience on this route can also fully reflect the product power characteristics of Oncovy S. Through this hidden line of data, "Big data - user tonality - route preference - product power" can be connected to strengthen the emotional relationship between brands and users.
3) The VR panorama function of Baidu Maps can enable users to immerse themselves in the experience of travel scenery and let users feel the integration of cars and scenery.
Buick Enkewei S, a subsidiary of SAIC GM, launched a comprehensive and in-depth innovation integration in Baidu Maps at the end of 2021. With the opportunity of Baidu Maps' annual bill launch, it has achieved super strong user and communication.
Strategy and implementation
At the end of 2021, SAIC GM Buick Onkeway S carried out in-depth cooperation with Baidu Maps. Through the presentation of the annual bill data of the map travel scene, the integration of Baidu full link resources and customized games, it created a theme activity of "affectionate review of 2021, and look forward to the brave adventure of 2022", covering the whole travel scene with "annual bill+customized games", and using AI Technology enables automobile brand.
Baidu Maps Annual Bill: Stars and the Sea in Time
Step 1. Baidu Maps big data tour, check all kinds of travel records, and review 2021 affectionately
After the user formally enters the bill, he can slide up to browse four data pages. Including: footprint inventory, track inventory, city inventory and extreme value inventory. Each page of the bill will correspond to a Buick Enclave S product feature: 1.5T four cylinder high-performance engine, 270N. m torque, excellent rear five link independent suspension, intelligent auxiliary driving system, and present a special copy.
Step 2. The statement summary page relies on big data concentration to cluster and present personalized tags to trigger topics
The personalized tags presented in the billing results page are the results mapped by the logic operation of the big data at the bottom of the map, for example: the pioneer of violence: based on the east-west or north-south crossing; Probable: based on the number of footprint points; Know the king on the road: based on the number of small calls; Stable: based on the number of track records; City Hunter: based on the number of cities; The Messenger of Freedom: None. Users can obtain such tag results by comparing their real behavior on Baidu Maps, and the results have certain topic dissemination.
Step 3. Personalized tags on the summary page of the bill, sharing communication, interaction and gift extraction
After the user gets the personalized tag, select "show off", share the result map to WeChat friends circle/microblog, or send it directly to WeChat friends, and PK with friends to let more users participate in it, and learn about the personal travel summary of the past year. At the same time, users can also enter the points store to participate in the lottery in addition to the PK footprint.
(Note: Users who meet the above mapping logic in each dimension can obtain exclusive activity tags and correspond to a subsequent game theme)
Baidu map game: 2022 bravely break through the flower road, and Angkewei is easy to drive every journey
Step 1. Five personalized themes VS five kinds of Enkewei S advantages and characteristics
Following the personalized tags derived from the annual big data bill, each user has his own set of theme routes, and can also choose other theme routes.
5 themes: vanguard of violence, adventurous person, understanding the king of the road, urban hunter, and sure enough. Users can switch to experience theme routes through left and right sliding screens, left and right arrows, and left and right bottom labels, and click on each route name at will to learn more about the route details and the product power of Oncovy S under this route.
Step 2. Five main routes VS five KOL test drives
Under each theme, there is one main promotion route: "Avatar" road, Shangri La Pudacuo road, Shanghai Planetarium Linjiang Avenue, Yunnan Erhai Park Erhai South Road, Jilin Beidahu Ski Road. Each main route is equipped with a 30 second KOL test drive video, which is very sociable and truly conveys that "there are good cars to drive, and there are no roads to dare to drive.
Five high-quality KOLs (Dog Brother Fastdog, After the Car - Liu Yang, Gaozhuan Youth - Sanmu, Shenglang Studio - John Wang, Car Eating Factory - Hu Zhengyang) experienced the recommended route in person, shared the test drive experience of Enkewei S in the beautiful scenery, strengthened the specificity and diversity of Enkewei S, and embodied the "sunny, positive" lifestyle and tonality of the crowd.
Step 3. 25 routes can be adjusted to Baidu Maps 360 ° panoramic VR, and you can see the real scene immediately
If users feel that a certain route cannot be experienced by themselves, or it is not intuitive without KOL. Just click "View Panorama". All 25 lines in the game are equipped with a map VR panorama based on POI points, allowing users to experience in depth as if they were passing through instantaneously "Charming scenery" and "easy opening of Ankway S".
Step 4. Make an appointment for a test drive, online lottery+navigation nearby Buick dealers, and truly experience Enkewei S
Users can click each theme page and route detail page to go directly to the "Test Drive Appointment Page". Users can choose to leave information directly and draw gift tickets; You can also go directly to the nearby Buick 4S store to test drive the "easy to drive" Enclave S in person, and exchange lottery tickets for good gifts.
When the user chooses to go to the nearby Buick dealer, the POI points of the map dealer are all big drops of Buick water, which makes it easier for the user to find his official dealer; During the navigation process, customize the standard voice navigation, and you will hear: "Buick Enclave S is ready to start every journey, and the whole journey is XX kilometers."
Super large exposure of gold resources+high-quality resource positions at various points, leading the activities together
Baidu map operating resources: Baidu map APP joint screen opening, Push text chain, home icon, home text chain, home big box hot words, home small voice commands, constitute a super portal for bill recommendation; No matter which travel mode you choose: driving, walking and cycling, you can see the yellow bar prompt or Banner position. In addition, the personal center of the map - activity area, activity area, gold coin store, and notification center, all have obvious Banner spaces to transport traffic for activities.
Other commercial resources of Baidu: when the map activity is launched, another travel scenario is also considered: Internet of Vehicles. When users use Baidu Carlife mobile phone or Carlife mobile phone APP in the car, they will also see this Enclave S activity on the left side of the home page. In order to reach more potential people, when users open Baidu APP and Baidu Map APP, their precise orientation will also apply the mechanism of "search+push", so that interested users can see the interactive opening screen and information flow ads of OnkWay S, and achieve multi scene user touch.
Marketing effect
Annual bill of Baidu Maps The campaign reached 400 million exposures, with a total of 6.58 million participants. The operation diversion resources of the overall bill generated 160 million PV, Baidu APP&Baidu Maps generated 39 million impressions, Carlife resources generated 3 million impressions, and the word frequency popularity of Buick Enclave S related core words increased by 97% after the investment.
Award presentation
Won the 2022 IAI International Advertising Award - [Automobile Marketing Award - Automobile Digital Marketing · Silver Award]
