Brief: Launch the Q3, a compact SUV, to men and women age 25-35.

Idea: In China, people in their late twenties get a lot of pressure to settle down and have kids. We flipped this negative into a positive by calling this age the 'sweet spot' of life, positioning the Q3 as the perfect tool to get out and make the most of these golden days.

This campaign led to a +19% increase in sales.