In the eyes of Chinese consumers, a Volkswagen is often calm, low-key and soft, which makes Volkswagen a reliable choice. But with the arrival of Generation Z, market perception and environment have changed, and Volkswagen needs to make changes for Generation Z, a trendy young consumer group.
Lamando L Went Viral After Launched
We worked with the SAIC Volkswagen to launched their Lamando L with Gen Z’s unique outlook in mind.
Challenge
Inspiration
We start with the English name of Lamando L, whose English pronunciation is similar to that of Chinese spicy steamed buns, so Lamando L sits on a domineering and playful official nickname —— "Hot Buns". SAIC Volkswagen uses 'Hot' as the core communication concept to make Lamando L look like "the most unlike Volkswagen", which is 'Hot' !
Idea
Visually, we went beyond the typical bright and clean Volkswagen style. Creating a hot and sizzling visual feast. We even travelled to China’s capital of 'hot': Chongqing. Where China’s hottest car met China’s hottest city, and shot the full campaign assets including videos, lifestyle, and KV.
At the communication level, we dominated Gen Z social platforms. Pushing hot comms on the hottest channels, including Weibo, WeChat, Douyin, and Bilibili. We invited a famously ‘Hot’ woman, “Lao Gan Ma,”To create a co-branded hot sauce blind box series with Lamando L. Giving young people a hot new flavour to share together.
And at the official launch event, we launched Lamando L the hottest way possible—by entering the Metaverse!
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