The Grand Premiere of a highly anticipated Geely sponsored television drama named My Youth High Eight Degrees was aired on July 2nd. The trendy musical drama was shown via ZheJiang Satellite TV and featured Geely's Emgrand EX7, Panda Cross, and GX7 SUV being driven by key stars in the show.
The hit drama was co-produced by Zhejiang Satellite TV, Shanghai Canxing Culture & Broadcast Co. and Authrule (Shanghai) Digital Media. The showboasts a star-studded cast including Wu Xiubo, Qu Ying, Zeng Zhiwei, Xuan Zi, and promising contestants from the Voice of China like Li Qi and Mushroom brothers. The drama tells a story aboutthe glee club director Xiao Wen (played by Wu Xiubo) of a schoolleads a group of misfits characterized by ambitious music dreams, preeminent singing talents but enormous personality disparity to pursue their dreams and compete for the first place in a national singing competition.
This drama has transcribed over 80 Chinese classical popular songspaired with singing and dancing performances by the teachers and students of the glee club. My Youth High Eight Degrees tells a story about youngsters pursuing a passion for music,love and youth, in which every young person is diligent and brave in face of difficulties on the way to his or her dream, a character rightlycoincides with the connotation of Geely's brand as a young yet strong leader in the automotive segment.The drama is aimingto usher in an upsurge of high-quality musical drama within the Chinese entertainment segment. The drama, which will be aired on Zhejiang Satellite TV in this summer, will embrace its debut at the prime time on July 6.
Sun Xiaodong, Vice President of Geely Group and General Manager of its sales company, said that as Geely unveils its new brand strategy, the firm needs to seek more public recognition of its new brand. The cooperation with the drama this time serves as its first attempt to engage in the marketing model of integration with entertainment. Geely will take this opportunity to promote its products in a more comprehensive way through its online store at Tmall.com and number of dealers, so that more consumers will come to understand the new Geely.
It is learned that Geely does not only provide the production team and starswith cars, but also pins its brand and products to the characters in the drama, making both sides resonate with each other. Geely also hopes to deliver a brand-new urban car life to the confident, diligent and life-loving people via this drama, bringing them with "Happy life, Geely Drive".
The cooperation also serves as a major and significant attempt for Geely to break with tradition and innovate its marketing strategies. By taking the Zhejiang Satellite TV as communication platforms and "entertainment" as medium, Geely will witness a upsurge in the image and popularity of the brand and products.