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Chang 'an cars take the "national tide" wind to spoil young people

日期: 2022-07-29
浏览次数: 0

Nowadays, the 'national trend' based on Chinese traditional culture makes automobile products and marketing take on a new look.

The reporter learned that in order to 'resonate at the same frequency' emotionally with the young users who pay attention to and love the national tide, Changan Automobile continues to make innovative attempts in marketing. By riding the 'national tide' wind, this old car company is accelerating to 'capture' young consumer groups.

As an important symbol of ancient Shu civilization in southwest China, Sanxingdui site contains profound historical details and mysterious colors. In recent years, a large number of archaeological achievements of Sanxingdui site have been 'updated', which has attracted the attention of young people. Changan Automobile, located in Sichuan and Chongqing, began to dig deep into the cultural heritage of Sanxingdui, and empowered brand marketing with the mysterious and magnificent ancient Shu civilization.

In March of this year, Changan Automobile joined hands with Sanxingdui Museum to jointly launch a flash event, and partnered the 'Ancient Shu Treasure' with the new model, the second generation CS55 PLUS, to break the secondary wall in a diversified and interesting way, bringing a unique offline national tide interaction for young people.

In this national tide interaction, Changan Automobile also customized a cross-dimensional rock divine comedy 'On the Star!' with music as the breakthrough point. 5 ',ignited the enthusiasm of young people to' cross the ancient and modern times '.

According to the person in charge of Changan Automobile, the bronze portraits of Sanxingdui are incarnated as rock bands, with bold color matching and strong sense of music rhythm, which not only refreshes young people's cognition of cultural relics, but also properly builds a communication bridge between brands and young people.

At the event site, the second-generation CS55 PLUS also put the elements of Sanxingdui through the whole body. Classical gold and elegant turquoise represent the impression colors of gold masks and bronzes, respectively, realizing the inheritance and innovation of traditional culture.

The industry believes that the cooperation between Changan Automobile and Sanxingdui Museum not only endows Sanxingdui cultural heritage with fashionable and trendy charm, so that more young people can understand and protect traditional culture, but also promotes Changan Automobile to resonate with young people at the same frequency. 'While we are further promoting Chinese culture, cultivating young circles and innovating emotional expression, we also help brands to speed up their spread.' The relevant person in charge of Changan Automobile said.

Joining hands with Sanxingdui to perform 'Rock Ancient Shu' is just a chapter of Changan Automobile's 'national tide'. The reporter learned that in May of this year, Changan Automobile and the popular IP—— of Henan Radio and Television Station-'Dragon Gate King Kong' jointly created a new product launch conference. With the help of modern technology, the Chinese cultural treasures are interpreted, and at the same time, Changan Automobile brand is combined with traditional culture, which enhances the brand communication power.

There are many similar 'national tide' marketing cases. In November last year, Changan Automobile joined hands with Beijing Forbidden City Guantang Culture Development Co., Ltd. to create a national tide. While providing users with an immersive car buying experience, it also launched a series of camping-themed cultural and creative products, which not only showed the aesthetic charm of traditional culture, but also helped the 'national tide' wind to rise in the automobile circle.

'By drawing unique charm from Chinese traditional culture, we continue to innovate in automobile marketing and design, which strongly supports brand building and promotes market expansion.' The relevant person in charge of Changan Automobile said that aiming at what young people think, think and love, Changan Automobile is constantly initiating new explorations, deeply linking and reaching young consumers through various forms.

In the near future, in order to cater to the fitness interest of young people, the second generation CS55 PLUS of Changan Automobile App——Keep, an Internet sports app, jointly launched the 'Summer Curve Battle' campaign, which resonated with young people emotionally through online interaction and live video. After the rise of 'Camping Fever', Changan Automobile also held camping parties that young people like, and promoted communication with young customers through land surfing, sunset yoga, fun Frisbee, outdoor barbecue, starry sky movies, trunk market and other scenes.

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