Background

In terms of the brand awareness and distribution channel, INFINITI is not as competitive as other first-line competitor brand. INFINITI QX50 is a Four-Wheel Drive SUV with exceptional performance. Our biggest challenge lies in the fact that many of its functions are not easy to perceive directly. In order to capture a larger market, we have to find a way to attract audiences’ attention (both existing customers and potential customers) and ignite their interests on INFINITI QX50 in a totally new manner.

Execution

We invited a well-known Chinese electronic musician to collect sounds from different parts and functions when driving INFINITI QX50. Each sound was recorded in a professional way with special equipment. We remixed these sounds into 18 dynamic sound effects and uploaded them to an HTML5 (it’s not an app, no download is needed). Then users can freely choose various sound effects on this HTML5 to endlessly compose their unique music. They can share their best music on social media and inspire others. We announced this HTML5 on the brand’s official social platform (Wechat) on November 23th 2017. Users could upload and share the music they composed on social media.

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