China's newest car brand Qoros driven into the world through new TV campaign via BBH China

Qoros.jpgQoros is an international car company headquartered in China and their competitively priced Qoros cars hit the Chinese market for the first time at the recent 2013 Guangzhou Auto Show. This is the official launch of their first product, the Qoros 3 Sedan, to the general public.

With an emphasis on quality, Qoros is targeting a new breed of modern Chinese consumers - the forward thinking generation who possess a definitive point of view and seek a better quality of life over convention in their lifestyle choices. The campaign idea - A New Drive - focuses on introducing consumers to the spirit of how Qoros makes cars: with a drive to look at everything with an unconventional perspective to relentlessly pursue new standards and excellence.

Qoros2.jpgBBH China is delivering the brand strategy across an integrated campaign - TVC, print, digital content and adapting the brand experience across point of sales material for dealerships.

Instead of a focus on technicalities, BBH China's campaign demonstrates the "New Drive" spirit by telling a true story of the Qoros' journey to excellence, one that led to the birth of the Qoros 3 Sedan in their relentless pursuit of quality, and rather than using conventional imagery typical of automotive marketing in China, the campaign has adopted a more human tone of voice, one that speaks to people in an authentic way.

Johnny Tan, ECD, BBH China said, "It's an incredibly rare opportunity to be able to help launch a brand new car brand from scratch. Qoros is built on the foundation of questioning conventions. Equally, our campaign aims to differentiate this brand from the 'wallpaper' of car advertising out there with intelligence and humor."

Elvis Li, Business Director, BBH China, added, "We were drawn by the vision and the unconventional-thinking spirit of Qoros to pitch for this business and to become their creative partner because it is the very spirit that is shared by us all at BBH. Together, we have further defined the vision, the spirit and the values with the brand idea A New Drive - a spirit based on the belief that progress only comes from those who embrace and drive change".

Translation - A few years ago, we finished building our first car. And then, we completely destroyed it.It was perfectly good, but we were looking for, well, something perfectly great. So we went back to work, to retest, re-engineer, and re-design, Driven to achieve a whole new standard.

Credits - Executive Creative Director: Johnny Tan. Creative Director (Art): Yu Kung. Creative Director CD (Copy): Leo Zhang (Head of Chinese copy). Creative Director CD (Art & copy): Yannakis Jones. Associate Creative Director (Chinese copy): Ken Lu. Senior Art Director: Peter Zheng. Designer: Chihang Huang. Producers: Kim Lim, Yilin Lin, Kristie Koh. Account Management: Elvis Li, Chunling Fong, Andrew Hu, Loretta Lam. Planning: Andy Edwards, Jonathan Koh, Darius Karbassioun. Production house: Shooting Gallery, Radical Media. Partner agencies: Agenda, Mindshare.


Dan Lee said:

Instead of relying on PR, please put the effort on the work. Where's the intelligence and humor? Let's face it, this is still 'wallpaper' of car advertising out there. It feels like it was produced for the stock library open to any language dub.

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.