We believe that in China #BEYOND THE NUMBERS# shall not be just a slogan. It should become a kind of social movement that leads to public discussion. Therefore, this campaign is not just spreading of a brand’s individual vocalization, but a platform built by consumers’ active participation and content sharing. We aim to trigger more attentions.

At the end of 2017, we created an interactive installation called THE NUMBER VANISHER. It was connected to an online HTML5 and an offline Pinter placed in INFINITI Experience Store.

Users from all over China could simply access this campaign by typing in the numbers they wanted to vanish through our campaign link. Then their stories of number will be captured by this machine. Each number is engraved with a story behind it. By saying goodbye to their numbers, users said goodbye to their past. The entire process is streamed live.

In only two days, 300,000 people made their number vanish through The Number Vanisher.15, 266 users directly contacted dealers or visited the official website for more information. In 5 days, 1,335,371 people visited campaign site. 27 key opinion leaders took part in this campaign and helped spread the information. Different media reported this campaign.