Buick + Publicis Shanghai add a youthful vibe to the all-new LaCrosse with unparalleled campaign

Buick All New LaCrosse.jpgSAIC General Motors has launched its new generation Buick LaCrosse in China with Publicis Shanghai. A breakthrough from the class positioning of its previous models, the all-new Buick LaCrosse rises to the echelon of large/mid-size luxury cars, providing customers with a distinguished high-end driving experience. With the theme "Unparalleled", Publicis Shanghai's integrated launch campaign for the new generation LaCrosse adds a youthful vibe to the Buick brand.
Publicis China Sheena Jeng 郑以萍.jpgSince its debut in 2006, Buick LaCrosse has continuously incorporated Buick's innovations in design and technology. With unique product strengths, Buick LaCrosse has successfully won the loyalty of Chinese customers and cemented its leadership in the large/mid-size luxury sedan market segment with over 800,000 units sold in China in just the last ten years. With increasingly rapid economic and technological developments, China's automobile consumers are becoming younger. To appeal to the trendsetting young elites, the all-new Buick LaCrosse has made innovations in exterior design, interior material, and technology configuration, providing Chinese customers with fun-inducing driving and thoughtful technological experience.

Based on unique consumer insights, Buick and Publicis Shanghai chose "Unparalleled" as the launch theme of the all-new Buick LaCrosse to appeal to the younger generation. Expressed through a self-questioning approach, the "Unparalleled" launch campaign showcases Buick LaCrosse's brand essence of transcending today's achievement in the quest for perfection, and probes customers to go beyond his or her current success to pursue greater triumph. To fulfill the younger generation's yearning for innovation, "Unparalleled" also symbolizes the unprecedented driving experience that the all-new Buick LaCrosse offers.

Sheena Jeng, Chairman and Chief Creative Officer of Publicis China (pictured above), commented, "Young business elites nowadays are unrelentingly seeking self-improvement. With a rhetorical questioning approach, the 'Unparalleled' launch campaign of the all-new Buick LaCrosse inspires young business elites to pursue more and bigger. Not only has the 'Unparalleled' campaign generated great resonance among target consumers, it has also successfully added youthful vibe to the Buick LaCrosse brand which greatly appeals to the aspiring post-80s generation."

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