Lowe developed the campaign to bolster Brilliance's car brand ahead of a third Zhonghua make, a sports car scheduled for launch at the end of the year.
The campaign highlights the Grandeur's quality guarantee, a switch from Chinese car advertising's usual focus on driving quality.
Brilliance is offering a guarantee that lasts five times longer than the industry required minimum in order to enhance the Grandeur's market profile after the reputation of the original Zhonghua car suffered from a series of quality issues.
A TVC for the first phase of the campaign shows a Grandeur driving round a clockface in tandem with a clockhand. The clock stops, signifying the Chinese car industry's standard two-year guarantee, but the car continues to drive smoothly around the dial as a voiceover informs viewers about the Grandeur's 10-year pledge, a proposition which the company sees as breakthrough. "It's a very different promise to other brands," commented Jenny Zhou, account director at Lowe China. The print ads carry the same message as the TVC, 'Dare to be the first because of the best quality'.
The TVC is airing nationwide on CCTV and local TV stations, backed by print, outdoor and internet messages.
A second phase of the campaign is due to break in mid February, using a new TVC and print ad to further underscore the car's reliability while also showcasing its driving properties.
Media is handled by Shanghai Advertising.