Changan Automobile (Group) Co., Ltd. is a Chinese automobile manufacturer headquartered in Chongqing, China, and a state-owned enterprise. Changan designs, develops, manufactures, and sells passenger cars and commercial vehicles sold under the Changan and Chana brands. It operates joint ventures with Ford (Changan Ford), Groupe PSA (Changan PSA), Mazda (Changan Mazda) and Suzuki (Changan Suzuki) which respectively produce Ford, DS Automobiles, Mazda and Suzuki branded passenger cars for the Chinese market. It also has a joint venture with Jiangling Motors (JMC), which produces SUVs sold under the Landwind marque.
With the support of Restobox, Changan Automobile planned and executed a large-scale multi-channel marketing campaign across China, Colombia, Peru, and Chile. The marketing campaign involves executes from Changan Automobile touring the South American countries and dealerships to generate marketing buzz and engage the local populace. At the same time, the trip and its stories were shared in China to show a different side of the company and to differentiate the Changan brand from its competitors. Overall, the marketing campaign was successful and significantly increased brand awareness and recognition in the target markets.
RESTOBOX OFFLINE SOLUTIONS:
Changan Automobile’s marketing campaign encompasses multiple channels to reach a large audience in various geographical areas:
To reach the objective, the Restobox team prepared and executed a thorough marketing plan over three months:
During the execution period, Restobox was responsible for the following: