BBH China Launches Global Campaign for Qoros

BBH China has launched a global brand campaign for China’s newest car brand, Qoros.

This is the official launch of their first product, the Qoros 3 Sedan, to the general public.

Qoros 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.

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.

As far as car quality ratings go, Qoros has earned itself not only the highest EURO NCAP 5 STAR rating of 2013 but also achieved the best score of 2013– making it one of the safest cars in the world.

BBH 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, to be executed from Nov 2013 – Jan 2014.

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.

Said Johnny Tan, ECD, BBH China: “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."

Said Elvis Li, Business Director, BBH China: “We were drawn by the vision & 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”

View the film at: http://www.qorosauto.com/en/events/tvc

Translation is as follows:

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

Qoros TVC – A New Drive

ECD – Johnny Tan
CD (Art) - Yu Kung
CD (Copy) - Leo Zhang (Head of Chinese copy)
CD (Art & copy) - Yannakis Jones
Associate CD (Chinese copy) - Ken Lu
Senior AD - Peter Zheng 
Designer - Chihang Huang

Producer: 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