Borgward "The Rebirth"
This was a true dream project and a big WIN for Uniplan Beijing. To relaunch a German heritage auto brand - Borgward, after nearly 50 years of silence onto the international stage at the IAA 2015 Frankfurt Auto-Show. In close collaboration with German headquarter and center around the brand position of "Accessible Premium", my team and I wanted to create a show space that's reminiscent of Borgward's glorious past, German engineering and of course adding a much needed modern makeover. As for the consumer experience, a simplified yet rich communication plan was developed and implicated at every stage of the relaunch. After 6 months of hardship, Borgward was successfully launched in IAA; then again in Beijing, Guangzhou and many more global locations using our "Rebirth Plan Of Actions". Featured on Borgward.com and more
Responsibility: Brand lead, launch strategy, experience direction, and global communication liaison.
Audi R8 LMS CUP
Covering racetracks in Taiwan, Malaysia, Japan, Korea, Zhuhai, Shanghai, LMS Cup is a one-make sports car racing series by Audi based in Asia. After winning the pitch for total APEC market activation, my team took it on the road with 360 brand and consumer coverage. A more streamlined content map was created to gain more fans and spread the awareness of this premium race event. More in-depth high tech coverage, athlete promotion, multi-brand collaborations, responsive race planning and accurate experience strategy. Making Audi R8 LMS cup part of a valuable B2C affinity program. Read More
Responsibility: Brand lead, creative direction, media planning and experiential strategy.
Task: Launch VW Up! in China with a BAM!
Event Objective: Build awareness for VW Up! model in China, localize vehicle benefit, and generate sales leads.
Core Idea: The up!wards city
Result: over 200k impressions on Weibo and Tencent, increased 20% Tmall.com transactions, over 800 guests came to the launch evening in HangZhou, an value over 150kRMB free media earned immediatly
Award: received Gold MARKies Award for best comprehensive campaign
Responsibility: Launch campaign lead, creative direction, content development, and activation strategy.
Bosch Home Appliances
As a young German import brand to China, Bosch Home Appliances has quite a bit of catching up to do in the market. To break through the tech clutter while maintaining brand's integrity and modern aesthetics, I led a small creative team in Shanghai developed a refreshed visual system, shopper marketing tools, on-line media kits and authentic product contents all surrounds the big idea of "Invented for life" in this modern era.
Responsibility: Creative director, communication strategy, media planning, and localized retail strategy.