To launch the new Buick Velite 5 hybrid electric car whose brand promise is to take drivers to the forefront of life, MullenLowe China conceptualised and built an interactive smart-tech home called the “Velite 5 lifezone,” integrating smart living and driving. Each innovative feature of Velite 5 lifezone mirrors the design principles and functionalities of the Velite 5.
Situated on Shanghai’s Huangpu River bank for 30 days, Velite 5 lifezone is open for guests to book their stay via Buick’s WeChat site to experience both the unique features of the car and home.
Built entirely from recyclable green materials, Velite 5 lifezone exemplifies Buick Velite 5’s environmental-friendly vision. Solar power panels, rainwater collection and waste purification systems help provide energy to power up Velite 5 lifezone home, thereby reducing carbon emissions. Velite 5 lifezone allows the guests to drive Velite 5 directly into their living room and with voice command functions activated by calling out Velite 5, the driver could control the music, lighting and every functional aspect of the home.
Cheelip Ong, chief creative officer of MullenLowe China says, “Instead of a traditional print ad or TVC that tells drivers what Velite 5 is about, Velite 5 lifezone allows them and their friends to live out the design philosophy behind Velite 5.”
Once it ends its run in Shanghai, more Velite 5 lifezone smart-tech homes – each individually designed to reflect the city – will pop up in other Chinese cities to allow drivers to discover life and driving at the forefront.
Client: Shanghai General Motors
Title: Velite 5 Lifezone
Agency: MullenLowe China
Chief creative officer: Cheelip Ong
Creative director: Iris Liu
Associate creative director: Yumama
Art directors: Yumama, Wenjing, Keith
Copywriter: Iris Liu, Cheelip Ong
Account management: Limbo, Rainbow