Marketing innovation Dongfeng Peugeot plays with users

Time:2022-06-23 17:05:53Source:

Aurora Sky, Zhao Lina, virtual human... Recently, at the press conference for the debut of the new 408, Dongfeng Peugeot not only built a virtual live broadcast space of the Aurora Sky through digital technology, but also set off the aurora green body color of the new 408 debut show car. Show product style.There are also the most beautiful football goalkeeper Zhao Lina and virtual human little lion sister Léa to help out, staged a marketing innovation that plays with users.

Zhao Lina is called the most beautiful goalkeeper in women's football by many fans, and the new 408 is also called the most beautiful A+ joint-venture sedan by many "lion fans".The most beautiful encounter is a heartbeat.

Wang Qian, deputy general manager of Dongfeng Peugeot Marketing, introduced: "Why Zhao Lina chose Dongfeng Peugeot's new 408 is more about mutual appreciation from the spiritual core."

The propaganda proposition of the new 408 is "to be a better us", which is also a reflection of athletes on the field.As the most beautiful football goalkeeper, Zhao Lina loves the feeling of sweating on the court and enjoys every moment on the court.Because of her love, she sticks to the green field and guards the goal.Here, she can shine the most.She represents the spirit of women's football. No matter what difficulties she encounters, as long as she goes all out, she fights to the end with an unyielding tenacity and perseverance, and strives to be a better version of herself on the field, then she is a "champion" in the true sense. .

Léa, the little lion girl, is a virtual digital human IP specially created by Dongfeng Peugeot for users.Through the little lion sister Léa, Dongfeng Peugeot can interact with consumers in real time, thereby creating more forms of brand communication.Especially for young users, the image of virtual digital human makes the brand younger, more able to arouse the inner needs of users, generate emotional resonance, and better meet the new expectations of consumers for the brand in the "new retail" era.

In the live broadcast of the first show, the little sister Léa brought wonderful product explanations to the audience, and presented the dynamic and fashionable new 408 to the national audience in a vivid and clear manner, which was full of highlights.

Léa, a little lion girl from the Metaverse, has a superpower: everything people think and ask for can't escape her mind-reading skills, which allows her to better understand the needs of consumers, and she can be successfully selected as Dongfeng Peugeot. Little Lion Girl, the reason for standing with over 2.8 million users."Really understand everyone and bring more surprises to everyone" is her future mission.After the first show, the little lion girl Léa will continue to meet you as the little lion girl of Dongfeng Peugeot.Different occasions, the same purpose, just to bring more love and surprises to Lion fans.

As early as before the debut of the new 408, Dongfeng Peugeot has been carrying out various "customer-centric" marketing innovations to strengthen direct interaction with users and enhance user participation.

As an example, the fifth season of "Peugeot 520" Super Brand Day ended last month. Dongfeng Peugeot and fans and car owners (referred to as "Lion Fans") jointly created a new experience of the event, in Wuhan, Nanjing, Shijiazhuang, Taiyuan, Foshan, Quanzhou, Xi'an and other cities have opened the "Peugeot 520 Lion Fan Festival", and together with the majority of "Lion Fans", they will go to love in the name of love, and fully appreciate the dynamic and fashionable French charm.

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