Changan launched Lumin in Thailand to boost its leadership. Positioned as users' travel buddies, it highlights the "C Buddy" USP. Through scene, topic, interactive, content, and emotional marketing, it increased brand awareness and user anticipation.
The campaign drove over 3,000 orders at the Bangkok Auto Show, 1.2 million website views, 20,000 new Facebook fans, and 1.5 million Lumin group users
The case won the Silver and Bronze Awards at the Effie Global Awards