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Consumer insight: Chinese appreciation of premium/luxury has shifted from bragging and showing to subtle appreciation. Media scrutiny and public WOM has often criticized flamboyant behavior. This also applies to automotive. The decency of a car is often related to how the society perceive it to be, and bad driving (horning, speeding, flashing, reckless driving) was a criticism that premium car driver often received.
Drive awareness and affinity of Lacrosse by creating the image of a respectful driver behind its wheels that not only talks but also practices its subtle brilliance value through driving (functions/configurations).
Leverage ATL Media for creating awareness and relevance of Lacrosse’s value of subtle brilliance in comparison to the bad driving habits of other drivers. Involve social media as a platform for consumers to engage in discussion and “vote for Mr. subtle brilliance around you” monthly as engagement, winners receive trophy and test drive opportunity at brand endorsed PR event to generate loyalty and share.