Saatchi & Saatchi Shanghai + Buick reach young parents by “growing with kids” encouraging them to spend more time with their children
Parenting is one of the greatest topics of concern to Chinese families. The relationship between parents and offspring is deteriorating due to lack of time, resulting in an almost total lack of company. Buick and China Children and Teenagers Fund have joined hands to host “Growing With Kids” public service events and launch Buick • Excelle Wisdom Family Classroom. The events are aimed at parents of newborns to 6 year-old infants, and will provide professional guidance on ‘scientific feeding’, ‘early education’ and other aspects of parenting. The purpose is to encourage young parents to spend more time with their children.
Saatchi & Saatchi Shanghai and the famous director Alfred Hou, who also was previously invited by Saatchi & Saatchi Shanghai to direct the public service film ‘Takeaway’ for CCTV, joined forces to create this video for Buick. The video shows scenes from the life of parents, swinging, playing and setting off fireworks with their children. The child gets up from the ground in encouragement, sleeps peacefully with an embrace, and smiles through tears with company.
The video’s success speaks for itself; receiving a huge response after the live broadcast and with Internet sharing. Even more gratifying is that many parents said they decided to devote more time with their kids after watching the video.
In tandem, related posters highlighting Buick’s features have been released. Big space, “five-star safety level”, stable, low noise – these Buick Excelle GT features support parenting. Cynthia Chen, Brand Director of Buick Division, said, “For young parents, parenting is a process of growing with kids together. We hope we can turn Buick•Excelle’s Wisdom Family Classroom into a long-term public service platform of children’s family education through cooperation with China Children and Teenagers Fund. With love and professional teams, theory, more and more young parents will get professional parental guidance and every kid can grow happily with company.”
The large public events also fully embody the essence of “Buick Care”. Buick has always adhered to the philosophy of “more concerned about you than yourself”, and has been a pioneer in the automotive aftermarket service, moving from “passive maintenance” into “active care”. This collaboration is not only a campaign closely linked to brand characteristic and culture, but is also a social movement impressing and changing young parents with unique perspective. The belief is that “Growing With Kids” is not simply a slogan, but also a commitment and a promise affecting a whole generation of parents.
Credits – NG Fan. Guojing Yang. Momo Hou. Andy Liu. Jerry Wei. Eden Qin. Queen Wan. Gary Yip. Tina Tang. Vivian Yuan. Jay Qin.