SUMMARY
FAW-VW first SUV of 2018, T-ROC, launched later than the competitor. FAW-VW hoped to preheat before schedule, which diluted the inadequate preheating resources. The Coming One: Season 1 generated 8.18 billion topic views on Weibo, while topic views of Mao Buyi reached 13.09 billion. The traffic of players far exceeded IP itself. Therefore, our creative solution was to bypass IP, directly targeted top IP players, signed before they became famous. We established linkage between T-Roc product highlights and characteristics of IP. Seven-speaker Beats Audio matched with The Coming One. Four-motion drive system was interpreted by Hot-Blood Dance Crew. The pre-produced advertising launched, closely related to IP platforms and popular players’ Weibo. Online booking and dealer follow-up maximized the conversion of purchase. Although without IP information, the advertising was treated as official sponsorship. Taking advantage of top IPs, we promoted brand for four months with less than 10% of IP investment.
