SUMMARY
FAW-VW T-ROC launched in the summer of 2018, targeting at young generation and featuring 4 MOTION all-wheel drive. For eighty years since the emergence of SUV, where could people venture except for driving over mountains and coasts？ Research indicated that young people preferred to escape from pressure by devoting to habits, shows and books. T-ROC “Step into Stories” campaign took people to the classic scenes of stories. Collaborating with Mafengwo, we opened the route towards shooting sites and story origins for people to experience. Cooperating with Kindle, we secured popular IP copyright at ultra-low cost. The advertising targeted to forums, series fans and other circles. On the launch day, the number of test-drive online booking exceeded forecast, contributing to sales conversion. T-ROC realized both communication and sales boost. Surpassed beyond the competitor brand who talked big stories, T-ROC accompanied people to go beyond the common, and step into stories.
