Two Hearts Beating As One

Strategy and Idea
In January, the launch campaign for Lamari's new hybrid product, EAMA HEV, featuring both gasoline and electric motors, was released. The main challenge was to find a way to differentiate ourselves in the crowded automotive advertising market and establish an emotional connection with our audience, while distancing ourselves from clichéd ideas and showcasing the product's advantages. Upon examining the technical features, we realized that due to the use of a larger battery pack and its recharge ability, this car predominantly utilizes electric power. Thanks to the gasoline engine charging the electric battery, it can cover a greater distance on a single tank of gas. Indeed, the instant torque and increased power, along with a wider range of motion of the Lamari Hybrid, were its key features.

It seemed as if the EAMA Hybrid had two hearts, giving it greater motional power and strength. With two hearts, it takes brave steps towards achieving dreams and navigating through winding roads—a duo that beats in complete and strong harmony, overcoming challenges along the way. The concept of "two hearts" became a central creative strategy to showcase the hybrid engine across various content segments of the campaign, including the main video, unveiling ceremony, digital advertising, social networks, outdoor advertising, test drives, and public relations activities. The female and Male characters in the ads were seen as symbols of electric and gasoline energy, respectively, possessing different abilities but complementing each other, navigating through a complex maze setup that symbolized winding roads. Finally by touching each other's hands, the maximum power of synergy was demonstrated. The campaign slogan across all channels and campaign content was "two hearts beating as one."

Results and Effectiveness
Over a two-week period (end of January to early February), the campaign was met with widespread acclaim. Lamari's presence was displayed approximately 17 million times online, the landing page received 19,000 clicks, and the website received 107,000 visits for downloading the EAMA Hybrid catalog and registering for purchases, leading to exceptional sales a month after the campaign. Additionally, about 1,000 new users followed Lamari's official Instagram page, generating around 100,000 hashtags and 5,000 mentions, and nearly 2,000 shares of the main video and event across various media along with UGC content from the unveiling event marked other remarkable achievements of this campaign.