Behind Lavida XR and Sylphy’s Passionate Collaboration, Forged in Fire
As the Chinese automotive market becomes increasingly competitive, car brands are constantly searching for innovative marketing strategies to capture consumer attention.
BBDO China’s "Forged in Fire" showdown between SAIC Volkswagen Lavida XR and Dongfeng Nissan Sylphy has become a standout example of such innovation.
The campaign for the Lavida XR was inspired by the popularity of intense, visually engaging short videos, highlighting the vehicle's robust construction through a blade-forging competition.
BBDO China’s Tiny Hu spoke to LBB about the creative process and strategic decisions behind “Forged in Fire”, and how it successfully enhanced brand visibility and sales by combining high-definition visuals, expert commentary, and a multi-channel distribution strategy.
LBB> What inspired you to choose the "Blade-forging Competition" theme for the Lavida XR campaign, and how did you identify its potential to resonate with your target audience?
Tiny> Our inspiration for the Blade-forging Competition theme came from the rising popularity of short video content centred around intense and visually impactful themes, such as the "Blade-forging Competition."
This content format appealed to younger audiences due to its high-energy and visually compelling nature. We saw an opportunity to adapt this concept to the automotive industry, leveraging its strong visual appeal to capture the attention of our target audience. By drawing parallels between the blade-forging process's strength and durability and the Lavida XR's robust construction, we created a unique and resonant campaign.
LBB> Can you elaborate on the specific market trends and consumer preferences you analysed that led to the creation of the "Forged in Fire" concept?
Tiny> In developing the "Forged in Fire" concept, we comprehensively analysed market trends, focusing on the increasing consumption of high-intensity, visually engaging content by younger demographics. Additionally, we observed a growing consumer preference for authenticity and transparency in brand communication. Our analysis revealed that consumers are more likely to engage with content that entertains and provides genuine insights into product quality and performance. These insights guided us in crafting a campaign that combined the excitement of a competitive showdown with the credible demonstration of Lavida XR’s superior materials.
LBB> How did the collaboration with third-party media "Qingshang" enhance the credibility and authenticity of the showdown, and what role did they play in the testing process?
Tiny> Collaborating with "Qingshang," a respected third-party media outlet known for its industry expertise, was crucial in enhancing the credibility of our campaign. "Qingshang" brought in professional technical knowledge, instrumental in designing a rigorous and unbiased testing process. Their involvement lent authority to the competition and assured our audience of the authenticity of the results. They also played a pivotal role in selecting the high-strength steel frames for testing, overseeing the material analysis, and ensuring that every process step was meticulously documented and executed.
LBB> What were some of the most challenging aspects of planning and executing the blade forging and material testing for the Lavida XR versus Sylphy showdown?
Tiny> One of the most challenging aspects was coordinating the complex logistics of the blade forging and material testing. Ensuring that each test was conducted under consistent conditions while maintaining high accuracy required extensive planning. Additionally, capturing the dynamic and intense moments of the testing process with high-definition cameras presented technical challenges, as it demanded precision timing and expert cinematography to truly convey the intensity of the competition.
LBB> Can you describe the documentary-style filming technique used in the campaign and how it contributed to capturing the intensity and authenticity of the testing process?
Tiny> We adopted a documentary-style filming technique to provide an authentic, unfiltered look at the testing process. This approach allowed us to capture every detail, from the spark and heat of the blade forging to the expert analyses provided by our technical partners. High-definition cameras were used to ensure that viewers could see the raw, unscripted moments of the competition, creating a visceral experience that heightened the campaign’s impact and drew viewers into our story.
LBB> How did you ensure that the high-definition visuals and expert interpretations would effectively engage and excite your audience?
Tiny> To engage our audience, we focused on combining high-definition visuals with insightful expert commentary that explained the significance of each test. The visual elements were designed to be as striking and dramatic as possible, capturing the viewers’ attention, while the expert interpretations provided depth and context, helping the audience understand the importance of what they were seeing. This combination of stunning visuals and informative content was key to maintaining viewer interest and excitement throughout the campaign.
LBB> What strategies did you use to encourage user-driven propagation and organic dissemination of the campaign content on social media platforms?
Tiny> We implemented a multi-channel integrated communication strategy centred around the Qingshang digital platform matrix. We maximised our reach by distributing content across mainstream social media platforms like Douyin, Kuaishou, WeChat, Zhihu, and Weibo. We also encouraged user participation by inviting them to share and repost content, creating a sense of involvement and ownership. This strategy fostered organic dissemination, as users engaged by the content were motivated to share it within their networks, thereby amplifying its reach.
LBB> Can you share any specific examples of user engagement or feedback that demonstrated the success of your multi-channel integrated communication strategy?
Tiny> One of the most notable examples of user engagement was the widespread sharing of the campaign’s video content across Douyin and Weibo. Users not only shared the content but also created their posts discussing the showdown, which further extended the campaign’s reach. The high level of interaction on these platforms, including comments, likes, and reposts, demonstrated that our content resonated with the audience and succeeded in creating a buzz around the Lavida XR.
LBB> How did this campaign help enhance the brand visibility and reputation of SAIC Volkswagen, and what measurable impact did it have on Lavida XR's sales?
Tiny> The "Forged in Fire" campaign significantly boosted the visibility and reputation of SAIC Volkswagen by showcasing the Lavida XR’s quality and innovation in a memorable way. The campaign substantially increased social media mentions and positive sentiment around the brand. In terms of measurable impact, the campaign contributed to a noticeable uptick in Lavida XR’s sales, with many consumers citing the showdown as a key factor in their decision to purchase.
LBB> Looking forward, what lessons will you apply from the "Forged in Fire" campaign to future marketing strategies for SAIC Volkswagen or other clients in the automotive industry?
Tiny> The success of the 'Forged in Fire' campaign highlighted the critical importance of aligning creative concepts with market trends and consumer preferences. Moving forward, we will continue leveraging data-driven insights to ensure that our strategies are innovative and deeply resonant with our target audiences. Additionally, we recognise the value of collaborating with credible third-party partners to enhance authenticity and build trust, and we will carry these practices into our future projects.
