Award: CAMPAIGN CATEGORIES \ C21. Best Launch

MISSION: Families have less opportunities to go for outings because of the pandemic. But we want to spend more time with our families. CHALLENGE: With the launch of the SIENNA in China, an MPV that can comfortably accommodate 7 people, we want to show that people can have a special experience with their family in a way that is uniquely SIENNA. IDEA: We developed a theme park as a symbol of fun family memories. Through musicals, electrical parades, fireworks & drone shows, Touch&Try interactive experience booths, etc., we have taken the position that SIENNA is providing fun memories for families. RESULT: The event was viewed online by 500,000+ viewers. Over 30 million exposures from official Social Network Sites based on event-related videos. 117% rate of orders achieved per month.