New Luxury Car Reserves Parking Spots

Shanghai Automaker Uses Parking Lots as Media to Promote Roewe

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Brand: Roewe
Brand Owner: Shanghai Automobile Industry Corporation
Category: Automotive
Region: China
Date: December 2006-January 2007
Media Agency: Maxus
Media Channel: Out of home

The U.K.'s Rover has come to China. The new Roewe, based on the Rover 75, was launched in March 2007. Tailored to the market, the Shanghai Automobile Industry Corporation car has 100 modifications from the original U.K. model.

The execution by media agency Maxus sought to convey the brand's prestige.
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It's 10 centimeters longer, to make it more of a prestige vehicle, with extra space in the back. Rival models include the Honda Accord, Ford Mondeo and VW Passat.

With a new brand, it was vital to grab consumers' attention and get on their consideration lists. Potential purchasers probably already had cars, and it was that insight that led to the media solution: An ideal place to find car owners is in parking lots.

The brand DNA is prestigious and even a bit regal, which was reflected in the execution by media agency Maxus.

Parking spaces in the Grand Gateway in Shanghai were blocked out in December and January. Pedestals and notices told motorists the spots were reserved with the message: "This parking lot is left for our Roewe owners only."

A great way to create impact on a small budget.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc
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