The launch of the 3 Hatch marks Qoros’ second vehicle debut in China in 12 months. The car is aimed at young drivers seeking quality of life and an alternative point of view, according to a statement from BBH, which developed the campaign along with Torque director Joseph Kahn.
The commercial does not feature any people. Instead, it depicts the car as a musical performer and dancer that also takes to the skies. In the statement, the company’s head of branding and advertising, Jamie Ahn, said the 3 Hatch “does not need the usual celebrity endorsement or hard sell to prove its worth. The car is rightly the main star of the campaign.”
BBH said it aimed to avoid falling into “a sea of dull, predictable car advertising”. “Selling a conventional lifestyle is not going to work in the fickle Chinese market any more,” said Elvis Lee, business director for BBH China, in the statement. “Consumers want to be entertained and engage with the brands they choose. The Chinese love music and singing contests, so why not give them what they enjoy instead of pushing products down their throats?”
Supporting materials to the film include outdoor and print elements that invite consumers to rate the car based on its features and quality. BBH has also produced a film detailing the making of the TVC.
The use of cars as musical instruments is relatively common as a branding strategy. Other campaigns to have taken this approach in recent years include Honda’s ‘Symphony in Motion’ from Australia and a highly entertaining branded content initiative (and arguably the progentior of the genre) by the band OK Go for Chevrolet.
Qoros began operations in 2007 as a joint-venture between Chinese automotive company Chery and Israel Corporation.
Client: Qoros Auto
ECD: Johnny Tan
Creative director: Yu Kung
Associate creative directors: Ken Lu
Senior art director: Shu Teoh, Peter Zheng
Senior copywriter: Deborah Frenkel
Account management: Elvis Lee, Chunling Fong, Andrew Hu
Planning: Darius Karbassioun, Jonathan Koh, Andy Edwards
Agency producer: Krystie Koh
Production house: Gravity
Executive producer: Merrilyn Lim
Producer: Pearl Tan