AGENCY
Wei Fei - Group Executive Creative Director
Thomas Zhu - Group Executive Creative Director
Arvind Srivastava - President, Strategic Planning, GBM, Ogilvy China
Kevin Jiang - Creative Director
Simon He - Creative Director
Sway Shi - Strategist
Weikang Zhao - Creative Group Head
Jingyan Gu - Senior Art Director
Chilong Peng - Copywriter
Tongfei Li - Creative Group Head
SUMMARY
Marketing forums are filled with stories of how brands engaged with their most loyal customers to help build brand love and perception. Buick in China demonstrated that doing exact the opposite can also improve the perception
Buick engaged with its biggest ‘Haters’ to actually improve the perception of the 3-cylinder ExcelleGT
The ‘3 or 4 Test drive’ used a simple social experiment to create content that sparked a nationwide revaluation of 3-cylinder engines in China and reversed the flagging sales of Buick’s flagship model the ExcelleGT.
