Background
REDS is a 3 meterlong city EV car built around an unprecedented, multi-layered, deeply factual analysis of the use of space: a different space.
REDSPACE will be officially launched at the end of 2020 to the market.
Our mission is to provide a branding solution for REDSPACE’s for its launch campaign by using innovative MEDIA strategy.
REDS是一辆三米长的电动汽车，但同时它也可以成为城市生活所需要的各种空间。
2020年，REDS将正式上市。
我们的任务是为它的上市提供以媒介为主导的创意。
Redspace将车的空间改造成娱乐空间、办公空间、亲子空间，
并在拥挤的城市中为用户打造属于自己的空间。
说白了，REDS玩的就是空间。
广告的空间，我们也要玩起来。
我们发现，在非汽车的广告制作中，
车明明不是主角，却要花掉广告公司一大笔租图费。
Let’s just make it free.
Introducing our idea, Free stock for free ad space.
Free stock photo for your ad, and free media exposure for our car.
我们的创意是通过提供免费车图，获得免费广告的空间，
让都市中的每个广告，都成为REDS的广告。
Step.1
REDS will offer a mount of free pictures of our car to Gettyimages.We have pic with car only in any angles.
Also some great pics in many city spaces, you can finished your ad even by adding a line or your client’s logo.
我们在Gettyimages上提供REDS的全角度车图，
以及REDS在各种都市场景中的图片，甚至影片素材，供广告公司免费使用；
Step.2
Maybe A free photo is not enough to move agency guys, how about a free real car, a free REDS?
We also offer chances to win a real REDS to those who use our photos,
pushing agency guys fighting for using our free photos.
免费用车还不够诱人，免费送车够不够？
只要用REDS的图出街，就有可能赢得一辆真的REDS。
刺激广大美指、CD、Agency纷纷使用。
Step.3
When their ads are published, whatever it an ad for residence, shopping center or airport,
it will become an AD for REDS.Because our look is so iconic, so hard to ignore.
坐等他们的广告出街，变成我们的广告。
REDS的造型够抢眼，够特别，够把房产广告、商场广告等都市生活方式广告，都变成REDS的广告。
利用全行业全领域的广告曝光，为REDS发布会免费预热。
Now REDS earn a free and wide media exposure,
which is exactly what a new-car need in the launching period.
And the space player,REDS, successfully played ad space with others’ media budget,
turning others’ media content into our media.
用着别的广告主的媒介费用，REDS玩转了广告空间，
让本该是媒介内容的广告成为了REDS的广告媒介。
TEAM： Yuhan Zhao（CW）
Tengtao Yuan（AD）
