New Vision, Harnessing the Future - Winners of the 2024 Tencent Auto TOP Marketing Awards Announced!

 2024 is an important turning point for the automotive industry, the beginning of a "new era", and in anticipation, the Beijing Auto Show is about to return after a four-year hiatus.

Rooted in content, open up new imagination of brand marketing

The "Content Deep Cultivation Achievement Award" aims to recognize enterprises that have explored innovative content and models in the past year, and the brands that have won the award are:

● Haval - Haval × Tencent Video's Spring Festival micro-film "Flip Film", cross-field KOLs convey brand temperature and enhance the value of national car companies

● FAW Hongqi - FAW Hongqi × "Ten Thousand Miles of Border", G-end endorsement + high-burning content + owner parade, and the resonance of the whole people's linkage circle

● NIO - NIO NIODay user story customized documentary, telling the upward trend in life and releasing brand value

● Haobo Automobile - Haobo cooperated with the first Moments CPT advertisement in the automotive industry, fully covering users during the Spring Festival and quickly enhancing brand awareness

● Geely Automobile - Geely joined hands with Tencent to cheer for Asian Games athletes with the help of multiple matrices such as Video Account and Tencent Sports, achieving a strong spread of 2.2 billion VVs

● WEY brand - "Cake Mom's Wonderful Trip" IP co-creation, cross-scene interpretation of product power, open up the social live broadcast delivery matrix, and enhance the brand reputation

● Dongfeng Honda - With the sponsorship of the "Heartwarming Offer 5" program, it will further enhance the recognition and love of the brand and Yingshipai models

● Volvo - In-depth cooperation with the IP of "Thirteen Invitations" for three consecutive years, influencing users' minds with high-quality content and product power, and comprehensively enhancing brand recognition

● Trumpchi New Energy - Trumpchi New Energy took advantage of the Spring Festival to superimpose the star effect and interesting interaction, triggering a highly popular social interaction, and the click rate far exceeded the industry average

The Cross-Domain Marketing Pioneer Award recognizes companies with outstanding cross-border marketing performance in the younger vertical category, and the brands that won the award are:

● Mercedes-Benz - Mercedes-Benz has cooperated with LPL e-sports events for 7 years, deeply cultivating the trendy culture community and enhancing the value recognition of the brand by young people

● FAW Hongqi - FAW Hongqi has joined hands with the Super QQ Show and the Hybrid Yuan Model to continue to refresh the cutting-edge image and create a new era of dimensional interaction

● Feifan Auto - Feifan Auto "My Food Guide" joined hands with teacher Chen Xiaoqing to customize the New Year's blockbuster

● Jiyue - Jiyue 01 press conference integrated marketing, the whole scene to help the brand through the growth cycle, the launch is delivered

● smart - smart Auto joins hands with QQ Music Peak Chart to enhance the reputation of the brand circle through integrated marketing around the theme song of Liu Xianhua's brand

● Volvo - Volvo cooperated with the "Hear Please Answer" public welfare program, emphasizing that the brand attaches importance to safety and demonstrates its sense of social responsibility

● BYD - BYD's "Together, It's a Chinese Auto" social swipe screen, showing the brand pattern and igniting national sentiment

● Deep Blue Auto - Take advantage of the top animation IP "Glory of Kings Li Bai Chapter" to do user differentiated content marketing, and in-depth online and offline interesting implantation

● Chang'an Qiyuan - Chang'an Qiyuan× Jay Chou's spokesperson marketing on Tencent's platform, one-stop focus on national attention

The "Talent Choice Rising Star Award" aims to recognize benchmark companies with outstanding performance in the field of mutual selection cooperation and talent marketing, and the brands that have won the award are:

● Zhiji Auto - Mutual selection of talent matrix and high-quality content heating on video accounts to help Zhiji LS6 break through the circle of smart cabins in the future

● FAW Audi - FAW Audi uses crockpot owners + circle KOCs + mutual selection KOLs to create a video number "52Hz crockpot channel" to build a talent communication matrix

● Polestar - Polestar's new car is launched, and the traffic heating combined with the power of the creator of the video account can achieve efficient voice transmission and create a social boom

● DENZA - the new DENZA N7 super press conference, dual main array live broadcast + talent PLUS detonated five pairs of smart electricity

Improve operational efficiency and reshape the connection relationship with users

The "Excellence in Effectiveness Growth Award" aims to recognize outstanding companies that have made significant breakthroughs in user operation and lead operation, and the brands that have won this award are:

● HarmonyOS Zhixing - Wenjie New M7 Soft Broadcasting Plan: Matrix content co-construction optimizes the brand asset structure and cultivates users' willingness to convert

● Leapmotor - the first application in the industry, with significant cost reduction and efficiency enhancement effect, and the cost of the first touch is reduced by 80%

● AVATR - the first industry 30s in-depth bidding, 20% higher than the shallow test drive rate

The "Intelligent Efficiency Improvement Innovation Award" aims to recognize the benchmark enterprises that are leading the use of new capabilities such as AIGC to improve marketing productivity.

● AVATR - Miaosi platform helps the creative team generate AIGC materials, optimize prompt statements, increase CTR by 20%, and save costs by 95%

● Zhiji Auto - AIGC creativity, virtual human landing page, mutual selection video and other intelligent ideas in parallel, CTR and CVR continue to improve

● Dongfeng Nissan - the first virtual oral broadcast + AI micro-motion video, the output tonality matches AIGC creativity, greatly reducing the cost of materials and improving the conversion effect

● ZEEKR - Combined with high-quality prompt statements to produce high-quality AIGC materials, the CTR is increased by 40%, and the material output efficiency is doubled

● HarmonyOS Zhixing - the first real-time in-depth data co-construction customer, global traffic high-quality crowd mining, multi-model refined horse racing

● Hello - the first company in the travel industry to try AIGC materials, batch output for vertical scenarios, CTR increased by 50%+, and the conversion efficiency was significantly improved

The Digital Link Leadership Award recognizes outstanding companies that have innovatively implemented digital operations and achieved rapid growth.

● FAW Hongqi - the first time in the automotive industry to try the advertising link of direct enterprise micro-business card, the cost of micro-enterprise is 68% lower than the cost of clues in the same period

● Lotus - WeChat Ecological Enterprise WeChat Potential Customer Direct Connection helps Lotus KOS to explore innovative customer acquisition links

● NIO, the first application pioneer in the new link industry of enterprise and micro enterprises, actively explores the whole life cycle of enterprise and micro operations

● Yiche - 3.0 penetration rate of 100%, actively explore the live broadcast of video number clues, and the new link of e-commerce after the video number car

● SAIC Audi - Arrival Store: Get rid of the shackles of CPL and go straight to the destination. Full-link + enterprise micro + party data drive both in-store and sales increases

Make efforts to live broadcast and explore the growth momentum under the new trend

The "New Media Customer Acquisition Efficiency Award" aims to recognize the automotive brands that are leading the way in exploring the live customer acquisition model of Channels and continue to cultivate the self-broadcast scenario.

● Yiche - Yiche vertical media platform, horizontal expansion + vertical deepening, daily consumption from 0 to 120,000 in two weeks, rapid construction of platform + brand content matrix

● Wuling Motors - Wuling E-commerce Live Broadcast Center, creating a new link of live broadcast e-commerce on video accounts, and opening a new mode of self-broadcasting by OEMs

The "Factory Store Live Broadcast Model Award" aims to recognize enterprises that vigorously carry out live broadcast customer acquisition and coordinate the normalized live broadcast of dealers, and obtain excellent live broadcast results and lead growth.

● Lotus - OEMs cooperate with directly operated stores to create an innovative link for live broadcast of video accounts, opening a new model of live broadcast for luxury electric brands

● FAW-Volkswagen - the first factory-store live broadcast business, dealers across the network participated in the grand event, set up a reward mechanism for video accounts, and harvested 150,000 clues from January to February

● FAW Hongqi - In 2024, the live broadcast of the video number factory and store will set sail, and the manufacturer and Tencent will work together to cultivate the live broadcast scene, integrating quality and efficiency, and harvesting both exposure and clues

● FAW Audi - In 2023, we will deeply cultivate the video account, actively participate in the store, continue to broadcast live after the project, and cultivate a good live broadcast habit of the video account

● HarmonyOS Zhixing - Quickly empowering zero-based live broadcast stores, with more than 7,000 views and 59 clues in the first month, Hongmeng Zhixing leads the new trend of traffic acquisition

The past year has been a bumper year, and Tencent has made bold breakthroughs and innovations in all aspects of automotive digital marketing together with its automotive partners, and has achieved fruitful results. In the future, Tencent will continue to improve its capabilities and help you achieve a brave "drive" in the new era.