Automatic wave trucks were stereotyped and misunderstood by truck drivers, who believed that they were not as good as to stick wave trucks in terms of performance. Consequently, how to shift truck drivers' deeply ingrained mindsets and enhance their awareness of autonomous vehicles has become a theme at the moment. Due to the vast age range of truck drivers, ranging from 20 to 45 years old, we invited movie star Mr. Lam Suet, who is well-known among all age groups, to participate in a series of promotional activities, employing his great acting talents and flair. The comedic approach takes on three distinct characters and tells three stories to demonstrate the benefits of the autonomous wave truck. Through Online and Offline publicity, we created noise on social media and received enthusiastic discussions and many shares from the audiences. The advertising response and publicity results were satisfactory.
The image of the truck has always been rough which makes people think their advertisements are usually dull. Our task not only presents the trucks with vitality but also draws the consumers’ and the market’s attention. Generally, truck drivers are not interested in reading a copywriting which contains full of words. Therefore, we decided to promote the advertisement with a more innovative and novel way — comic advertising which is rarely seen in Hong Kong. This method could make the advertisement more entertaining, highlighting the functional advantages of the truck in order to resonate the target customers.