According to the insight of popular lifestyle and social issue in China, we made a strong organic combination between Infiniti’s Hybrid Engine technology and the current situation of food shortage in remote areas. We have created a more topical and participatory marketing approach by calling on target audiences to donate excess energy to remote areas through running. Witch deeply engaged with consumers and effectively enhance the brand reputation of Infiniti.

China is at the stage of pursuing cutting-edge technology, especially on electric vehicles. But consumers are not paying attention to hybrid engines,while hybrid technology is difficult to understand. Our purpose is to explain Infiniti’s hybrid technology clearly. And promoting brand awareness of Infiniti by consumers’ recognition of technology.

In China, young people in developed cities try to burn as much energy as they can. While, people in remote areas suffer from being lack of energy. The efficient hybrid technology in INFINITI cars, allows people to make excess energy more valuable. According to the same concepts, we launched an O2O event. Through the most popular running app in China,we invited runners from different cities to join the event and recorded their running distance. Infiniti built a unique installation to convert the energy of running into rice and then donated the rice to remote area. Through the event, we made consumers realize that excess energy can do bigger and a better understanding of Infiniti’s Hybrid technology.

In China, young people in developed cities try to burn as much energy as they can. While, people in remote areas suffer from being lack of energy. We believe that brand could make the converting of energy become something more meaningful to society with the help and participation of consumers. In this way,consumers could have a better understanding of hybrid technology and Infiniti’s brand concept.

Make excess energy more significant

Infiniti’s target audiences are individuals and organizations in cities of developed regions in China who pay attention to health, sports and fitness and public welfare.

Infiniti built a unique installation which able to count rice grain by grain. And then called up the event through cooperating with the most popular running app in China. We designed poster templates to invite participants to fill in information to generate event posters for secondary dissemination on social media.

Through the most popular running app in China,we invited runners from different cities to join the event and recorded their running distance. Infiniti built a unique installation which able to count rice grain by grain. Meters and rice have the same sound in Chinese that called “mi”. So for every “mi” people run, a grain of “mi” will be donated to remote area.

We have tracking and reporting this event through Weibo and WeChat to increase social media exposure.

The event had been held from May 18 to June 5, 2018 nationwide in China. 454973 city runners joined the campaign, and all together converted over 150 million meters into 150 million grains of rice. 75,000+ social media interactions for the event.

• Tier 1: Media Outputs - coverage depth (quality/quantity), tone and message delivery, purchase intent (survey)

• Tier 2: Target Audience Outcomes - measurable changes in awareness, comprehension, perceptions/attitudes/ opinions, and target behaviors/actions/responses achieved

• Tier 3: Business Outcomes – campaign's measurable effect on sales/revenues/profits, market share, stock valuation, brand equity, reputation scores and other traditional marketing and business metrics

The event had been held from May 18 to June 5, 2018 nationwide in China. 454973 city runners joined the campaign, and all together converted over 150 million meters into 150 million grains of rice. 75,000+ social media interactions for the event.