DENTSU CREATIVE's collaborations with client brands were recognized at the AutoVision China awards ceremony & the World Internet of Things Convention 2023 in Beijing. More Mileages More Lights created for FAW-VOLKSWAGEN won a silver in short video category; The online video Humor Tech created for LEXUS won a merit; while Honda e: Pop-Up Spaces created by our PR Consulting team won a bronze in Public Relations & Experience.
MORE MILEAGES MORE LIGHTS
Brand: FAW-VOLKSWAGEN
Creative Agency: DENTSU CREATIVE
Short Video Marketing, Silver
Residents from the mountainous villages in Sichuan Province have to stumble around in the darkness where there’s no streetlight. Inspired by the story of their car owner, FAW-VOLKSWAGEN decided to make some changes together with their one million SUV owners.
FAW-VOLKSWAGEN launched “More Mileages More Lights” campaign, calling for mileage from their Tayron owners. In 28 days, the brand raised over 50 million kilometers in mileage to fund 1,000 streetlights alongside country roads as long as 55km in two villages for 31,165 residents. Furthermore, FAW-VOLKSWAGEN set up a ceremony to present the lighting moment to the public, demonstrating how a glimmer of light can make the darkness flee. The campaign garnered more than 640,000 likes while the brand also saw an increase of over 58,000 followers during the campaign period.
HONDA E: POP-UP SPACES
Brand: Honda e:
PR Agency: DENTSU CREATIVE’s PR CONSULTING
Public Relations & Experience, Bronze
With the launch of China’s new safety policies and the booming demand, the electric bike market sees huge potential. As Gen Z expects electric bicycles to be not only a choice of daily transport but also a way for self-expression, Honda e: launched three new models to cater to young people’s desires. But how could Honda e: impress their audiences with a diverse, open, and innovative image?
Honda e: teamed up with the fashion and lifestyle brand Niko and … to set up pop-up spaces in three themes, ‘Elegant & Stylish,’ ‘Chic & Swag,’ and ‘Fun & Entertaining.’ to set up pop-up spaces in three themes: ‘Elegant & Stylish,’ ‘Chic & Swag,’ and ‘Fun & Entertaining.’ Honda e: also landed itself at the new landmark department store of designs and colors, mamǎfufú, to build aesthetic exhibition spaces together with the legacy painting brand Marie’s. During the campaign, Honda e: introduced lottery and value-added products, attracting 10,184 consumers to engage with the brand. Honda e: observed approximately 50,000 in-store visitors and earned over 21 million views.
HUMOR TECH
Creative Agency: DENTSU CREATIVE
Automotive tech-security is a dry and serious topic that disinterests and confuses many audiences.
LEXUS believed that neither high-tech nor luxury brands should keep themselves aloof from consumers; instead, they can be more down-to-earth and have a good sense of humor that is adored by most people. By crafting a series of plot-twisted stories, LEXUS interprets the functions of their brand-new RZ&RX model, taking technology seriously in a non-serious way.
The seven stories not only interpreted high-tech jargon in an amusing way but also won LEXUS over 500 million impressions and 300 million interactions. Beyond High Tech, LEXUS makes themselves a name for Human Tech as well as Humor Tech.
Founded in Germany in 1993, the AutoVision Awards is an international automotive festival demonstrating the top standard of automotive and mobility innovative marketing, in cooperation with IAA, the world’s prestigious and largest exhibition for mobility, and is supported by the German Association of the Automotive Industry (VDA).
In 2021, AutoVision Awards launched in China. For the first time, it was authorized outside its place of establishment. AutoVision China developed categories that strictly adhere to international standards, and the award-winning works will be presented on the AutoVision Awards' official website, allowing automotive brands and marketing in China to debut and showcase on a global scale.
Learn more, please visit AutoVision websites.
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