AGENCY
何治国, Creative Director
姜一鸣, Creative Director
彭之朗, Copywriter
易亮, Group Head
朱海良, Group Executive Creative Director
李同飞, Group Head
蔡敏珏, Group Account Director
袁勇, President
费威, Group Executive Creative Director
顾婧妍, Senior Art Director
SUMMARY
Buick ExcelleGT, equipped with a more energy-efficient three-cylinder engine, relaunched last year. However, resulting from consumers’ bias of three-cylinder, ExcelleGT suffered from a severe sales decline. The previous Top-3 sedan fell out of the top 20.
In fact, most three-cylinder haters haven’t even driven it. Therefore, the best way to change consumers’ bias is to let them experience rather than educate them. So we launched a humorous test drive. Consumers were invited to test drive both three-cylinder and three-cylinder Buick. But we secretly interchanged the engine in order to let consumers experience without bias. Those who thought they drove four-cylinder (actually three-cylinder) were amazed at the driving experience. The rumor of three-cylinder is exploded in front of the fact.
This real product experiencing event not only overturn consumers’ bias successfully, but also help the former sales king went back to Top 3 again.
