Description

The project was designed to promote HAVAL H9 — a powerful off-road vehicle with high off-road capability, perfect for outdoor activities in the countryside. To establish emotional connection with our target audience we drew inspiration from iconic films “Peculiarities of the National Hunt” and “Peculiarities of the National Hunt” and “Peculiarities of the National Fishing” and added to the title the message about the off-road capability. At the core of our advertising campaign “Peculiarities of the National Off-Roading” lies a short film. It was released on the brand’s social media accounts. Then, it was shown during special events for HAVAL car owners. After that, it became available to a wide audience on the largest Russian streaming service. To increase engagement, we launched a UGC activation. With the help of AI, users could create custom movie posters with them and HAVAL H9 in the main roles. As a result, we got: 10 million film views, 3,800 branded posters, + 3 500 followers, +293% increase in positive comments and, what’s more important, 430 test-drive bookings.

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Project period: 26.08.2024 - 08.03.2025

Credits

Creative Director: Andrey Parshenin
Account Group Head: Dasha Pleshanova
Project Manager: Armen Mirzakhanyan
Strategist: Andranik Pashin
Senior Editor: Lena Larina
Copywriters: Akim Lyakhov, Roman Garmatenko
Designers: Tanya Kravchenko, Egor Gurkin, Snezhana Fry
Media Planning: Maxim Kulikov, Daniil Epifanov
Community Management: Diana Solagayan, Evgeny Ivashchenko, Yulia Lukyanova