GM turns to sci-fi to showcase its electric vehicles to Chinese consumers
General Motors has tapped into Chinese audiences' love of sci-fi movies with a campaign for its game-changing electric vehicle platform, the Ultium.
Created by McCann Shanghai, the campaign uses CG to bring the Ultium to life and highlights the safety and performance features of the vehicles which can go from 0 to 100km/hr in 3.5s and have a range of over 800km.
The campaign aim is to showcase the vehicle’s unique platform and generate excitement among Chinese consumers.
Danielle Yocum, marketing manager for GM Brand, said, “It is a challenge to make complex technology relatable. Ultium’s new and bold approach leans into Chinese culture and appetite for innovative sci-fi elements. We hope to build consumer excitement and intrigue, ultimately driving preference for Ultium-powered EVs.”
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Dagger Chen, group creative director of McCann Shanghai said, “Our biggest challenge is to create something that is both interesting and understandable. However, science, of course, has its own charm. We were inspired by the impressive technology and hence came up with the big idea of a secret Ultium Squad who command and protect your EV.”
The brand films are supported by a series of functional videos and online advertising created by McCann Worldgroup China sister agencies, MRM and CRAFT.
China is the world’s biggest market for electric vehicles, with 50% of the world’s total EVs sold in China.