The creative message was tailored for the Karaoke environment. The theme was "singing along and travelling around in spring". It inspired the customers that both singing and travelling were great ways to enjoy life, especially when the cold winter was about to end. This was particularly influential to the Karaoke customers who were in the mood for having fun. It would also build the image of Excelle HRV as a recreational car.

The customers of Karaoke showed tremendous interest in the car. People lined up for photo-shooting and brochures. During the one month campaign, over 4,000 high quality customer leads were generated. The sales of Buick Excelle HRV increased by 25% on the previous month.