Our Solution

We designed a two-track, on/off-line integrated world premiere depending on the progress of NAIAS. Also, to make a world premiere campaign that attract target customers and induce voluntary participation, we conducted ‘#Relay My Way’ Campaign which was carried out with influencers. The influencers were strictly selected to exercise the claims of not manufacturer’s insight but the insights of target customers; we planned to express the charm of Tucson through the voice of influencers. MD products that are suitable to individual influencers were given as welcome kits. From the American West Arizona, Tucson influencers drove around California in relay demonstrating various lifestyles; meanwhile, we induced interactive communications on social events for social proliferation. We tried to pass on every vibe influencers get on the journey to the Campaign.