爱因斯坦说过：疯狂的定义就是总是一遍又一遍的做同一件事，却期待不同的结果。所以我们今天来说说一些新鲜事儿。

Albert Eistein once said: The definition of insanity is doing the same thing over and over again and expecting different results. So today we are talking something new.

近些年，数以百计的新车发布秀每年都在上演，对专业受众来说，实操性很棒。可是，对专业受众以外的人群来说，发布秀感觉如何？怎样去扩大现有的车主圈子，渗透到更广的圈层呢？

There are 3 digits of new car launches taking place each year recently, which is functional for professional audience. However, how does your launch show look to the ones other than your professional audience? How to enlarge your existing databse and penetrate to more circles?

除了今天发了一辆新车，我们有别的话要对他们说的吗？如果他们的观感并不激动，只是觉得 TED 式讲车、明星简单粗暴站台、输出卖点、官宣价格这样很无聊呢？

What messages do you want to convey other than we have a new car today? What if the keynote presentation + celebrity performance + key feature intro + price announcement make them feel boring instead of exciting?

今天让我们来看一个新鲜出炉的跨界破圈案例！受到客户上海福睿曼的邀请，我们有幸参与到本次案例的内容创作。上海福睿曼致力于打造一场领先行业的的实时传播，受众是所有人，包括后浪。

Today let's see a fresh bold breakthrough case just went on air on 6 Jul! As invited by our client Freeman Shanghai, we seize the opportunity to work on the content part of this interesting case. Freeman Shanghai is on the mission to conduct a first-in-class live communication to literally everyone including Generation Z.

我们为上海福睿曼与顶级卫视的一档知名电视综艺节目《最强大脑》牵线搭桥，展开深度跨界合作，与其当家主持人、挑战选手与嘉宾深度沟通；同时与帅气品牌全球代言明星龚俊展开合作，将三者进行深度交互，深度关联。通过知名娱乐知识产权与高流量明星，三位一体地为品牌与新车赋能，打造汽车界最强年轻力！

In collaboration with Freeman Shanghai, the lead agency for this program, we worked hand-in-hand for the Roewe RX5 Plus and renowned TV Show - "Super Brain" together with its resident emcee, challengers, and commentators. In addition, the hot young celebrity Simon Gong, Roewe's celebrity ambassador, also appeared in the show. As a result, we built up a great connection amongst the key figures. Moreover, we empowered the brand image and Roewe RX5 plus, the young generation's car choice, through big entertainment IP and highly followed celebrity.

挑战很大，但我们热爱挑战。基于我们与客户以及勇于尝新的品牌进行三方深度沟通，我们形成了一个共同的认知，由于消费者画像正在逐渐年轻化以及多元化，所以我们要做的工作是要用多元的方式缔造一颗年轻的心，同时用新颖的方式传递新车的核心策略与特征。

The challenge is huge, but we enjoyed it. As in-depth communication with our client and the bold brand, we have come up with a mutual understanding that the target audience is young and dynamic, so what we do is to build up a young heart with a dynamic appearance, while communicating the key strategy and key features of the new car in a thematic way.

再次感谢我们的客户上海福睿曼，十分荣幸能够与合作伙伴《最强大脑》节目制作公司远景影视共同参与到这次大事件。

Thanks to our client Freeman Shanghai, we are honored to get involved in the big event with our partner Vision Media - the production company for "Super Brain".

2021 Roewe RX5 Plus Launch

• Lead Agency: Freeman Shanghai

• Communication: arkr Group

• Content: KRUSH x Vision Media

• Camera: Vision Media

• Production: Vision Media
  

真是万众瞩目啊！让我们来感受一下！

Let's pump up the hype! And here's the preview!

节目录制现场是这样的！

Here we come to the live TV show spot!

如何让参数化设计理念这个颜值特征让大家记住？让我们通过《最强大脑》的经典挑战 “光点数图” 来呈现！

How to let everyone memorise the parametric design feature? Let's give it up to the signature Super Brain Challenge - Morse Code Legendary Challenge Mode!

如何让动口不如动手的理念这个智能特征让大家记住呢？让我们通过另一项经典挑战 “口传心授” 来表达！

How to popularise the intelligent feature that speaking is more worthy than handling in the cockpit? The stage is ours and another popular Super Brain Challenge comes - Mental Calculation Challenge Legendary Mode!

怎么让价格揭晓更有意思更具话题性呢？让我们通过最后一项经典挑战 “幻梦空间” 来揭晓！

Finally, how to unveil the price in a special way and give it more drama? The final challenge is waiting - Infinity Dream Space!