BUICK - New Build Concept Proposal for AUTO SHANGHAI 2017

OBJECTIVES

• Create a premium, inviting and dynamic
environment that showcases Buick’s exciting new vehicles and conveys brand relevance.
• Increase: foot traffic, dwell time, brand perception, brand advocacy = drive purchase consideration.
• Conveying a sense of well-being for the customer.
• Tone should be warm, luxurious and
approachable.
• Must build consumer relevance that Buick is THE brand for them.

• Capture the momentum and emotion of the Buick brand; personifying “Delight” through a
contemporary, progressive and immersive stand experience.
• The stand must attract and connect with
consumers on a deeper level, engaging them
while teaching them something new.
• Provide an fully integrated Avenir salon
“experience" that showcases the new Buick subbrand and highlights Buick’s highest expression of luxury yet, signally something new and special at Buick.

Attract younger buyers (post 95') while retaining existing cross-generation customers.

Physical Design Parameters:
-Consider visitor flow and daily traffic of 90K-150K visitors
-Second floor for VIP area (Buick Club and government officials)
-Follow show rules and build restrictions
-Consider a modular approach for others shows, regional kits
and global rollout

Cultural considerations:
-Consider innovative use of a water element to convey heath and well-being
-Consider lighting, brightness and mood. Should stand out, but in a sophisticated way
-Booth ambiance should be warm and welcoming, but the technology area(s) should
be cool and use blue
-Consider digital and “social life” activations and/or crowd sourcing
-Consider live performances or music attractions that connection emotionally and
culturally to our audience

PROCESS

OVERARCHING AUTO SHOW MESSAGES:
- Buick is the leading premium brand in China with relevance, pedigree and momentum
- Buick is moving up in the premium brand segment
- With an ever-expanding portfolio of products to meet any lifestyle

KEY STORIES:
- Portfolio growth with new products (LaCrossse hatch, Elite/EREV(volt), concept car)
- Holistic technology BiP: electrification (assumed) + connectivity (unique) = enhanced mobility experience
- Service: Buick Care, a unique asset as the first automotive “service” brand