Client
Changan Philippines
Year
2021
Deliverables
  • Strategy
  • Concept
  • Video

Driving change with you.


For over 158 years, Changan has established itself as a reputable brand in the automotive industry. With an unwavering commitment to excellence, Changan is thrilled to extend its legacy to the Philippines with the ultimate goal to provide innovative and high-quality cars at an affordable price to Filipino customers.

With the recent launch of car products such Alsvin, CS35, and CS75 models, Changan and our team are ready to take on the challenge of the competitive automotive market here in the Philippines. How can we stand out and capture the market’s attention?

These are our project objectives:

  • Create three product feature videos for The Alsvin, CS35, and CS75 models. These videos will highlight the unique features and benefits of each car, helping potential customers make informed purchase decisions. 
  • Develop a winning video strategy to elevate the Changan Philippines brand and communicate its commitment to innovation, quality, and affordability.
  • Attract new leads, convert them into loyal customers, and keep them coming back for more with our compelling video content that connects with your audience on a deeper level.
Producer
  • Ernest Montilla
Director (Remote)
  • Ernest Montilla
Director (On-set)
  • Jerome Dawis
Cinematographer
  • Joshua del Rosario
Production Manager
  • Jared Acuna
Video Editor
  • Kurt Abrahan
Visual Effects Artist
  • Jau Arellano
Client
Changan Philippines
Year
2021
Deliverables
  • Strategy
  • Concept
  • Video

Changan Alsvin

During our discussions with Changan about the Alsvin, we determined the product’s target audience would be first-time car buyers who prioritize affordability without sacrificing features. Specifically, we identified couples who are starting a new family with one or two children as our primary audience. 

To better understand their motivations for purchasing a new car, we conducted research into their psychographics. Our findings revealed that convenience is their main concern, which is why we will emphasize this feature in our video.

INT. Studio Alonte – DAY

We opted for a white background to convey the values of simplicity and cleanliness, which we believe resonates well with our target audience. 

As for the editing, we kept it clean and straightforward, ensuring that the top features of the car are easily readable for the viewers. 

Moreover, we added an engaging treatment to the video to capture and retain the audience’s attention.

Client
Changan Philippines
Year
2021
Deliverables
  • Strategy
  • Concept
  • Video

Changan CS35

When it comes to the CS35, our approach was completely different from the Alsvin. We wanted to appeal to a younger audience, specifically, millennials who are upwardly mobile urban professionals aged 25-30. 

To achieve this, our video focused on capturing their attention with a cool and exciting vibe. We aimed to showcase the CS35 as a car that makes the driver feel carefree and youthful, rather than just listing off its features.

“Changan gave us the creative freedom to play around with the edit.”

The video treatment

To create a visual style that resonates with the CS35’s target audience of young, urban professionals, our team decided to shoot the video on a green screen background. This allowed us to easily experiment with different colors and graphics to find the perfect match for the brand.

In post-production, we employed a fast-paced editing style with quick cuts and transitions to keep the viewer engaged. We also paid careful attention to the timing of the cuts, syncing them to the beat of the accompanying music to create a cohesive and memorable viewing experience.

Client
Changan Philippines
Year
2021
Deliverables
  • Strategy
  • Concept
  • Video

Changan CS75

We positioned the CS75 to target Junior Executives and Senior Managers, highlighting the car’s spaciousness, comfort, and tech features catered to their lifestyle. 

Our video strategy aimed to create an image of the CS75 as a sophisticated and luxurious vehicle, appealing to those who value high status. With a focus on sleek and elegant visuals, we showcased the car’s premium features in a way that would resonate with our target audience.

To enhance the luxurious feel of the CS75, we opted for a low-key lighting approach in our cinematography. Our goal was to showcase the car’s spacious and comfortable features in a sophisticated manner. 

For the editing, we chose slow-paced music to complement the visuals and added a custom typeface and elegant animations to further reinforce the car’s high-end appeal.

The Outcome

Although the campaign has been recently released, we will need to gather more data over the next 3-6 months to properly evaluate its impact. We plan to share the results once they become available. Please stay tuned for updates.