Sleeping for thousands of years, waking up the world is shocked.
The beauty of historical artifacts, the heartbeat beyond language, the fragments of ancient culture left in the human world, pieced together the picture of that time... The ancient Sanxingdui strange shape of the top kneeling portrait, the mysterious gold mask fragments, tooth zhang, bronze containers, cloud patterns and other multicultural imprints, attracting the curiosity of young people, Sanxingdui is also constantly exploring in development, creating cultural and creative products with their own characteristics, forming a unique Sanxingdui cultural and creative IP.
For example, in recent years, "everything can be blind box" has become the marketing magic weapon of many brands, and all kinds of blind box products such as dolls, air tickets, clothes, and stationery are numerous. In order to catch up with this ride, Sanxingdui has also launched a variety of themed blind boxes such as the Blessing Priest Series, the Sichuan Shu Small Pile Series, and the Archaeological Excavation Series.
In 2021, Sanxingdui has launched the first archaeological rock blind box - bronze figures incarnated as rock bands, wearing gold masks, colorful and fashionable, so that the national treasure that has been sleeping for thousands of years has a different life brilliance in the new design.
Of course, a super big IP wants to further attract young people, in addition to its own marketing value, cross-border co-branding with other brands is also an excellent way.
Therefore, from March 5 to April 17, Sanxingdui Museum and Changan Automobile jointly launched the "On the Star!" 55" Treasure Hunt Seven Cities Pop-up Event. In the name of love, this activity will "Ancient Shu Treasure" partner "New Light Year Wisdom Fun Partner" together "on the star", with more diversified and more interesting linkage methods to break the dimensional wall, a total of "treasure" wave, so as to deeply cultivate the young circle and emotional temperature of the innovative expression.
Recently, "The stars are on the stars!" 55" treasure hunting paradise came to the Beijing business circle, with the same frequency as the new light year, high-energy interpretation of UP life, Sanxingdui not only uses social attributes to help the brand quickly out of the circle, but also allows Changan's second-generation CS55PLUS to open a new way to cash in on the "national tide" love.
There is no doubt that the second-generation CS55PLUS is a more personalized "new light-age intelligent and interesting partner" that Changan Automobile strives to create from the perspective of design, intelligence and power, and occupies an important position in the lifestyle of young people.
On the one hand, the second-generation CS55PLUS is young in terms of product strength. Its appearance design combines "rational minimalist aesthetics" and "practical intelligent technology" into one, interpreting the aesthetic UP concept; its scientific and technological configuration takes the mainstream practicality as the principle to create a temperature intelligent driving system and intelligent entertainment system to achieve multi-scene intelligent interaction, bringing more intelligent travel life to young people, interpreting the concept of smart UP; its power performance takes the blue whale new generation NE1.5T efficient power combination as the core, taking into account the strong power and efficient fuel economy, bringing users more smooth, more environmentally friendly, A more comfortable travel experience, interpreting the concept of power UP.
On the other hand, the second-generation CS55PLUS presents the intellectual and interesting connotation of the car in a vivid and fresh form in the form of marketing, directly poking at the "itch" point of young consumers, so as to seize the curiosity of young users, and break the cold image of traditional cars in the hearts of young users.
This time Changan Automobile X Sanxingdui "on the star! The 55" Scavenger Hunt event is a typical marketing method belonging to the second generation CS55PLUS.
At the event site, set up "three major experience areas", so that visitors participating in the treasure hunting park activities can not only take photos with the giant hand of the Sanxingdui Band, but also participate in many wonderful interactions, collect the "Treasure Chapters" of Sanxingdui, in exchange for good gifts around the neighborhood.
In order to better fit with Sanxingdui's rock blind box, the live band performed "On the Star!" 55" new light rock, open a large tide sound LIVE scene, and the scene of the new light year together for the love of the voice.
Of course, the second-generation CS55PLUS show car will have the Samsung Stack element throughout the entire body. Classical gold and elegant turquoise represent the impression color of gold mask and bronze respectively, showing the charm of ancient collection, but also full of modern technology and fashion, so that the second generation of CS55PLUS and Sanxingdui ancient civilization across the millennium perfect integration.
As we all know, the era of fresh moves has long been outdated, and now marketing needs to be fresh, so it is necessary to strengthen the innovative planning of products, and unique creativity is the core of products that can attract the public. The second-generation CS55PLUS not only deepens the connotation of smart car products, but also presents the diversification of traditional cars in a more fashionable way of expression, and its expression is more artistic, interesting and ornamental, which also makes the second-generation CS55PLUS more vivid.
For the second-generation CS55PLUS, Changan Automobile's deep historical heritage allows it to have a strong product strength matrix, which is not only the product core, but also the basis for product marketing innovation.
This is precisely the reason why Sanxingdui chose to co-brand with Changan Automobile. Sanxingdui uses its own historical accumulation to let these originally solemn cultural relics go out of the museum, establish an emotional link with young consumers, and effectively realize IP empowerment, even if it spans thousands of years, it is still shining.
It can be said that the cooperation between Samsungdui IP and the second-generation CS55PLUS also provides a common formula for many brands to make popular - to make unfamiliar things familiar and familiar things interesting.
Of course, automotive product marketing has never lacked an internet celebrity model, what is missing is a "constant" red model. It is worth looking forward to whether the second generation of CS55PLUS can continue to unlock new gameplay in the future.
Write | Wang Deyuan
Edit the | Respect for the distance