After the successful conclusion of three performances in Shanghai, Guangzhou, and Changsha, on June 13, Cao Ge's "Open Your Ears and Listen to Me" tour concert, exclusively sponsored by Changan Qiyuan, landed in the brand's home base - Chongqing. This event used "Hot and Spicy, Broaden Your Horizons" as the communication core. Combined with Chongqing's unique urban style, it created an immersive experience site, combining visibility, interactivity, and communicability. This national car brand used this opportunity to close the distance with the young group, using novel communication forms to complete traffic conversion and brand concept implantation, establishing an excellent example of cross-border marketing in the automotive industry.
Hot Frequency Alignment: Two-way cooperation between National Brand and Powerful Singer
Nowadays, the competition in the new energy vehicle market has long been no longer limited to hardware parameter comparison, brand emotional value and humanistic temperature have become the key to fighting. Music as a communication language universally used by all people is an excellent carrier for brands to connect consumers and establish deep connections. Changan Qiyuan choosing to join hands with powerful singer Cao Ge is exactly an excellent cross-border that considers emotional resonance and audience matching.
Cao Ge has deepened his work in the music industry for many years. "Betrayal", "Mr. Loneliness" and other tracks have extremely high singability, both are the youth memories of the post-80s and post-90s generations, and also gained the love of the current young group. National reputation and new generation influence are both equipped. As the core brand of Changan Automobile's digital transformation, Changan Qiyuan positions itself as a national high-quality new energy vehicle, target customer group loves life, pursues car quality. They are willing to experience new technologies of intelligent travel, and also value emotional companionship. They have a strong interest in music and entertainment content. Based on highly consistent audience positioning, both sides used music as a bridge and love as a consensus, so that brand warmth broke the wall between circles, and realized deep emotional connection between brand, product and consumers.
Trend Breakthrough: Mountain City Characteristics and Real Car Experience Smoothly Combined
From Shanghai, Guangzhou to Changsha, Changan Qiyuan relied on the communication power of music IP and the personal influence of Cao Ge to continuously explore new scenarios to communicate with young users. Every stop of the concert is not only a feast of audio and video, but also a chance for the brand and fans to communicate face to face, continuously conveying the brand's original intention of "Making the mobile home fully happy".
This time in Chongqing, Changan Qiyuan fully leverages the advantages of the local home court. Chongqing's passionate and frank city label, the mountain city terrain of high and low, plus the check-in communication attributes of this internet-famous city, laid a good foundation for offline scene marketing. The scene created the theme exhibition area with hot red as the main visual, combined the mountain city temperament with the brand's youthful expression, and the visual memory point was full.
The site not only set up a celebrity photo check-in area to allow the audience and fans to interact with the brand at close range, but also combined with the trend modification culture to create a new Q05 personalized painting experience area, fitting the young people's social sharing habits, and the brand heat continued to climb. Changan Qiyuan integrated the characteristics of the mountain city, the hot atmosphere, and the internet-famous communication attributes into the offline exhibition area and interaction links, making the new car a fashionable element that can be viewed, photographed, and shared, step by step making young consumers go from knowing the brand to firmly remembering the brand.
Looking Globally: Domestic Market Hot Sales, Steady Development of Overseas Territory
As an important part of Changan Automobile's digital transformation, Changan Qiyuan adheres to the positioning of "National Premium New Energy Brand", with a responsible, warm and powerful brand image, continuously excavating user value and conveying brand temperature. At the Chongqing concert site, the new Q05 accompanied the whole process. In the view and travel, site interaction, constantly interpreting the brand concept of "Making the mobile home fully happy".
It is worth mentioning that the new Q05 is the main model created by the brand for the global market. The three-electric system is stable and reliable, intelligent configuration is leading, and space performance is class-leading. With outstanding product strength, it has become the focus of the scene, and also perfectly interpreted the positioning of "National Premium".
This model has a bright market performance: In May, the cumulative delivery of Changan Qiyuan full series models reached 34,528 units, among which the new Q05 delivered 15,954 units in a single month, once again taking the number one place in compact SUV sales; On May 28, the car landed on the Thai market, and the orders broke through 3,000 units in just 3 days, and the blockbuster strength extended from domestic to overseas.
Deep Cultivation in Cross-Border: Multi-dimensional Linkage to Help the Brand Steady Advance
Changan Qiyuan partnered with Cao Ge to carry out tour cooperation. It is not a simple brand exposure, but adopts the comprehensive strategy of "IP deep binding + local scenario customization + product landing conversion + user long-term operation", building a unique cross-border marketing model, constructing a five-in-one marketing closed loop of music + celebrity + brand + product + user, and also becoming the benchmark project of Changan Automobile's digital brand transformation. After the Chongqing leg concluded, the tour will also enter Hefei, continuously releasing cross-border value and boosting brand development.
Looking back on Changan Qiyuan's brand development road, cross-border marketing has long become the distinct background color of the Changan Qiyuan brand. From adopting the national treasure Mang Cancan, joining hands with Tongliang Dragon Football, and the Portuguese National Team, to the J-10C cross-brand co-branding and the "Angry Birds" global IP co-creation, this time will again combine music performance, urban culture, and user scenarios deeply. Changan Qiyuan has always carried out cross-border cooperation around public interest and daily travel scenarios, continuously enriching interaction forms. In the future, the brand will continue to take high-quality products and thoughtful services as the foundation, improve the cross-border operation system, deepen the emotional connection with consumers, and join hands with users to go to the new journey of intelligent travel together.
