The concept was to create a big international event incorporating the characters "555" to attract the attention and excitement of the Chinese media. ‘Bonneville 555’ was conceived to show how an elite team challenged the limits of F1 engineering by breaking the land speed record, over 555 meters, on the salt flats of Utah. It was an expression of human passion- hence, the tagline “Beyond Speed. The Ultimate Quest”. Local media was invited to have an exclusive preview of the event.Furthermore, Bonneville 555 was brought to life across 12 cities in China, featuring the world of Bonneville 555 exhibition, interactive displays, interesting merchandises at stores and consumer games.

Implementing this feat created high exposure for 555, with “Bonneville 555” or “555 meters challenge” on headlines of local press. PR value exceeded 20% (RMB 3.36million) of the set target. PR value was also 63% more than the year before, even with 3% less budget spending. It was such a success that the International media covered it.

Nationwide survey showed that 80% of target consumers now regard the brand as international, modern and premium, and trial for the brand increased thereafter.