BYD 2019 Spring New Product Launch: New Approaches to Celebrity Marketing

BYD 2019 Spring New Product Launch: New Approaches to Celebrity Marketing

To quickly boost market awareness of new products, many companies turn to celebrity marketing. However, top-tier influencers are limited and expensive, and celebrities have their own schedules, making contracts difficult. Even when a top star is signed, brands often worry that consumers remember the celebrity but not the brand.

How can celebrity marketing truly empower a brand? How can the value of celebrities be maximized? Why did a brand that rarely relies on celebrity marketing make a move this time? Let's examine what we can learn from BYD's "2019 Spring New Product Launch" campaign.

Brand Core as the Source: Linking Brand & Celebrity

Whether choosing celebrities or sponsoring programs, alignment of core values is key for brands.

The "China-chic" trend that emerged in 2018 boosted cultural programs, including CCTV's "Everlasting Classics," a star-studded singing show with deep cultural heritage, loved by the public. A program promoting traditional culture and a car brand with Chinese cultural roots found a connection through the most vibrant cultural IP.

Leveraging the program's popularity, BYD's "Dynasty Series" products, named after Chinese historical dynasties, and the "Dragon Face" design language inspired by dragon culture gained wider consumer recognition. Around the program IP, BYD's innovative DiLink intelligent connectivity system served as a link, and the "BYD Sing Classics for All" karaoke contest unfolded online and offline, with talented singers Yisa Yu and Hu Xia as "Singing Experience Officers," generating significant buzz and attention.

New Product as an Opportunity: Launch Becomes a Celebrity "Concert"

From celebrity selection to content design, the launch fully conveyed the brand's message, infusing cold technology with humanistic sentiment.

The "spring new product launch" format, originating from the fashion industry, was given a fresh twist by BYD. The 2019 BYD Spring New Product Launch not only exuded fashion but also quietly turned into a celebrity "concert," creating a new visual feast and brand experience.

At the event, Hu Xia and Yisa Yu, the experience officers of the "BYD Sing Classics for All" contest, performed and appeared with the new Song MAX DM, making the new model the center of attention. The humanistic sentiment in technology connected with the audience through songs.

Blending product philosophy with emotional music makes it easier for the public to be moved, wrapping cold technology in a warm coat.

Product as the Foundation: Precise Celebrity Selection

The criteria for choosing celebrities: reputation, fit, and reach. Yisa Yu and Hu Xia, the most talked-about at the launch, were precisely selected by BYD.

First, Yisa Yu, a powerful singer from a talent show, and Hu Xia, a champion from a singing competition, are both known as "walking OSTs" (original soundtracks), with their singing abilities widely recognized. Their long-established reputation was linked to the brand and product through this collaboration, further building public favor for the new Song MAX.

Marketing "Moves Emotions," Product "Convinces with Reason"

Using celebrity influence to boost initial impressions among fans, and conveying emotional resonance through music, is "moving emotions"; strong product strength determines rational choice, which is "convincing with reason." In this campaign around the "2019 BYD Spring New Product Launch," BYD used marketing to "move emotions" and product to "convince with reason," allowing celebrities to empower the brand and further enhancing awareness and attention for the new Song MAX DM—a commendable example in the marketing circle.

Strong product strength and marketing-created anticipation have a positive mutual effect. The upgraded new Song MAX received a good market response after launch, with orders quickly exceeding 12,800 units. At this year's Shanghai Auto Show, BYD launched the new Song MAX EV, achieving full coverage of "fuel + dual-mode + pure electric" for the Song MAX, strengthening the family lineup. It is reported that the new Song MAX will have deeper cooperation with entertainment industry heavyweights, and we look forward to its new marketing tactics and future market performance!