Buick Enclave focuses on the positioning of the seven-seater luxury SUV. In order to communicate with these buyers who have entered a new stage of life, we hope to start with their real lives and interpret the luxury positioning.
They have a family with 3 generations family members, and their lives and careers have reached a certain height. The so-called luxury to them is a way of living life more dimensional and richer and also a reward for their more positive attitude towards life.
Based on the current communication, the Shanghai Publicis team used four resonant life stories to illustrate the brand proposition of embrace the new way of enjoying life.