We observed that in China today, more and more young parents neglected their children due to the busy lives. Results from a recent study conducted by the No.1 online childcare community Babytree show that over 87% of young parents nationwide spend less than 3 hours per day with their children. Then how can we create engaging opportunities for parents to spend time with their kids?

Chevrolet Cavalier and Babytree, Partnered with Gopro to explore the happiness of family time together. We recruited 100 families and dispatched 200 gopros to allow them to record their “babies’ firsts.” With a Cavalier as their ride, these 100 families can enjoy quality time with their babies. The Gopros documented every moment, including the babies' first milestones. These footages were then edited and broadcasted on CCTV, China Central Television, during the Lantern Festival. More parents began to realize that how surprisingly their babies can bring them something in a way that they can’t imagine.

A post-campaign interview with the participating families indicated that average time spent with their babies had increased by over 67%! During the campaign, our post in BBS achieved over 120 mil impressions, becoming the #1 active post on Babytree. Cavalier, an emerging sedan choice for families, successfully caught the attention of young Chinese parents by playing a unique role in real scenes of life.