Marketing Background

The popularity of smart brand continues to decline, and there is a significant gap compared with the competitor mini. In the transformed product market, the new energy market segment with smaller size is thriving. Smart is returning to the Chinese market this time. The brand transformation focuses on rebuilding the brand image. Smart hopes to lead the new era by innovating future technologies. Against this background, smart and Baidu launched "smart" AI co creation plan invites users to join a "music co creation experiment".

Marketing objectives

Smart proposed the brand vision of "To design a smart future together", hoping that through co creation activities The media and fans understand the brand proposition. On the one hand, I hope to arouse the old car owners' recognition of the sense of belonging and pedigree of smart from Mercedes Benz. On the other hand, I hope to convey the brand concept to the vast number of young people who love art and have taste, so as to narrow the distance with Chinese consumers.

Marketing program

Insight

Based on Baidu Stargazing Disk's portrait of smart brand search crowd, the young age structure, balanced male female ratio, consistent with the target audience, from the commonly used high TGI APP ranking and post bar attention show that they have strong interest in entertainment and music, and music is a very powerful way of communication.

strategy

According to the insight of the crowd, the idea of co creating music between the brand and fans is proposed, and the hope is that with the help of AI, scientific and technological elements will be added to enhance the sense of future, In line with the innovation of new products, the integration of art and technology will be a bold attempt. Focusing on the theme of music co creation, we will gather brands, stars, fans and platforms to participate, and finally complete the future technology and music through AI collaboration The integration of art conveys brand new ideas to the market.

Execution highlights

AI technology supports the integration of various sounds to create diversified music

AI's powerful ability is divided into audio discrimination and classification, which converts all sounds into materials; At the same time, master the arranging skills through music learning Skillful, forming their own creative ability; It is not only the ability to understand the meaning of music and words, but also the ability to organize language.

From public domain traffic to private domain operation, activities are differentiated and opened for drainage, and the access road reaches the interactive position. The details page is updated with the progress of the activity, so as to keep users' attention in real time.

Precise launch, achieve global drainage and ignite the details of activities

Marketing effect

With Baidu AI's voice synthesis capability, Smart takes 284 pieces of natural sounds and 195 pieces of human fireworks as creative inspiration, and fully integrates 6924 participants' actively uploaded sound materials into the new brand song of Smart "future, anyone" through Baidu AI's powerful technology, jumping out of the original specific frequency of human voice and instrumental music, Bring you a more fresh and radical sense of hearing.