The Story
BJEV is the electric car specialist marque of Beijing Automobile Industry Corporation (BAIC), one of China’s automotive giants. The advanced new EC180 model is the brand’s bid to stay ahead of the competition and gain significant sales in the expanding electric car market.
Challenge
The client aimed at promoting BJEV’s new EC180 model, targeting the mass market with a combination of low price, performance and industry-leading technology.
Mission
PLUS Communciations met the challenge posed by the EC180 with a plan to capture wide media exposure and thus increase sales. This would be supported with a strategy refined through market insights, competitor analysis, and precise product positioning.
Execution by PLUS Communications
A wide range of promotional messages for the EC180 were developed in an effort to reach different media platforms and target audiences, the latter including ‘key opinion leaders’ who would further spread the message among their own audiences.
Results
At the launch event itself, representatives from more than 50 national and 30 local media reported from on-site. In total, 635 items of media coverage were generated, including more than five in-depth pieces in the economic, mass and automotive media.
The results of the EC180 launch exceeded client expectations, succeeding in bringing the new model – and perception of its market leadership – to its target audience.
