Shanghai General Motor | SGM Expo Campaign | China

Can Create, McCann Worldgroup's creative boutique agency, has integrated mass media communications and marketing activities to promote the SAIC-GM Pavilion’s futuristic vision of transportation - an electric-networked vehicle model. Three existing brands: Buick, Cadillac and Chevrolet will also be a focus at the Expo.

The campaign theme is set to look ahead at the next twenty years. A reality show titled 'Pioneers for tomorrow’ has been launched under Dragon TV, and the competition finale will be held on 10 July at the city’s Formula 1 tracetrack. People can visit www.2030go.com to see the show.

SGM is not only promoting within Shanghai, but also across other cities including Beijing, Hongqiao and Pudong, with outdoor projects in airports and subways.

The project relies heavily on digital media. Audiences can record their feelings in the pavilion after viewing a promotional themed movie, and the imagery will be part of an online campaign on SGM’s official site.

SGM is a joint venture between Shanghai Automotive Industry Corporation and General Motors.




Credits:
Project Shanghai GM Expo campaign
Client Shanghai General Motor
Creative agency Can Create
Chief creative officer Canon Wu
Creative director Afu Wu
Digital creative director Yuming Cho
Program director JJ Lu
Copywriters Jihwei Peng, Wang Xuan
Media agency Zenith Media
Exposure Television, print, outdoor, digital