The pace of the New Year is gradually approaching, and "going home for the New Year" has become the most sincere expression of the taste of the New Year. Every Chinese New Year, the busy figures of family members and the joy of gathering friends bring us a deep warmth, and also trigger many new thoughts on family, reunion and happiness.
On the occasion of the Chinese New Year in the Year of the Dragon, Lantu joined hands with the Douyin platform to show the beautiful moments of Chinese New Year reunion with the stories of "dreamers" one after another in the "New Year’s Stories", and innovatively interpreted the meaning of "Chinese New Year". With "Life Forward, It is the New Year", a unique CNY marketing activity was created, which not only covered tens of millions of consumers with the heart-moving TVC online platform, but also opened offline market activities in Hangzhou West Lake Binhu Pedestrian Street, and used real offline experience to help more consumers start a beautiful new travel experience in the new year.
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All-round interpretation of high-end intelligent electric positioning
"Hybrid New Volume King" Lantu Lays the Hard Power of New Year’s Marketing Brand
Taking advantage of the large traffic of the New Year, a vast number of brands have joined the New Year’s marketing. To stand out, the blessing of "hard power" of products that make people unforgettable is indispensable. In the New Year’s scene, Lantu, which deeply meets the needs of families, has attracted more and more consumers’ attention.
Lantu Automobile is a high-end intelligent electric brand under Dongfeng Motor Group. It was established in 2018. On July 17, 2020, Lantu officially released the brand logo and Chinese name. According to the production and sales express data released by Dongfeng Motor’s joint stock company, the cumulative sales volume of Lantu Automobile in 2023 was 50,285 units, an increase of 159.08% year-on-year. It can be said that there are 3 models under Lantu Automobile, which are positioned as dreamers of medium and large MPVs, Lantu FREE of medium and large SUVs, and Lantu Chasing PHEV of medium and large cars. They correspond to different demand scenarios and bring better consumption experience to consumers.
Among them, the new Landmap Dreamer model is positioned as "the mobile castle of dreams", taking the lead in creating a new energy MPV category, – CLTC pure electric battery life of 236km, CLTC comprehensive battery life of 1231km, is currently the only C-NCAP five-star safety certification of new energy luxury MPV, currently the first high-end new energy MPV to obtain the European Union vehicle type certification, equipped with the only air suspension and CDC with magic carpet function in the same class, through the magic carpet function can ensure that the speed bump is controlled, the children still sleep peacefully, and the women’s makeup can also be unaffected, once again setting a high-end new energy MPV value benchmark. This model is popular in China when it is hot-selling overseas, and is very popular with consumers at home and abroad.
Landu Chasing Light PHEV, as the king of hybrid luxury cars, relies on the longest 262km pure electric battery life and 1260km comprehensive battery life in the same class, the only four seats in the same class are fully equipped with ventilated heating massage, rear electric leg support, the only one million-level anticipated magic carpet chassis in the same class, the same class leads the executive wide body, the "King of Hybrid" hard core product power and high-quality driving experience, in driving, comfort, intelligence, safety and other aspects for users to achieve a leap in experience.
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Lantu x Douyin New Year’s Story
Reach line online and offline joint assistance
In order to allow users to further perceive the brand concept and product power of Lantu, Lantu also launched in-depth cooperation with Douyin New Year’s Story IP. Lantu became the overall title of Douyin New Year’s Story IP, and launched a New Year’s linkage with Douyin experts who are followed by tens of millions of fans such as Foshan Dianhan, Dong Lina, Du Liang, Qiu Qiyu, etc., to create "Life Forward, New Year" TVC to help users capture the warm and powerful moments in the New Year, and to welcome the warmth of 2024.
What is the New Year? – "Life moves forward, it is the New Year". The film uses retrospect and reflection on 2023 to present "No matter how different everyone’s path is, the reunion of the New Year gives us the strength to set off with full power". Through the stories of Douyin experts with different identities and backgrounds such as Foshan Dianhan, Dong Lina, Du Liang, Qiu Qiyu, etc., covering the warm resonance of various groups for home, for the New Year, and for the reunion. In the details of the film, it also interprets the beautiful protection of Lantu, effectively relying on the content to close the communication between the brand and users.
At the same time, Lantu joined hands with Douyin to open an offline market event in Hangzhou West Lake Binhu Pedestrian Street from January 20th to January 21st. On-site users can enjoy a variety of folk performances, receive New Year’s gifts through small games, and experience the Lantu Chasing PHEV and Dreamer models offline, adding a strong New Year’s flavor to the New Year.
In this CNY Year of the Dragon marketing activity, Landmap and Douyin New Year’s story are deeply combined from content to experience, leveraging the resources and advantages of the Douyin platform to help the brand expose and plant grass, and through online and offline linkage, allowing users to effectively experience the product power of Landmap’s main models, safeguarding users’ better travel, and constantly moving forward on the road to a better future.
(Source: News Express)