GWM launches Hi4-T technology by taking Olympic and Paralympic sport uphill via Thinkerbell Australia
Thinkerbell Australia has launched GWM’s Hi4-T technology by taking Olympic and Paralympic sport uphill, with a GWM Tank 500 plug-in hybrid powering up a tough and technical downhill slalom course at one of New Zealand’s steepest alpine resorts. The challenge launched as part of GWM’s Winter Olympic and Paralympic broadcast partnership, and continues building depth into the brand promise of Go With More.
Hi4-T is the off-road variant of GWM’s Hybrid Intelligent 4WD (Hi4) system. It’s a game changer for offroad lovers, pairing plug-in hybrid efficiency with true, professional offroad capabilities for the first time – with features like front and rear mechanically-locked differentials, low-range transfer case, and superior torque delivery on demand. The Uphill Slalom provided a live and unfiltered environment to prove these credentials.
Says Steve Maciver, Head of Marketing at GWM Australia and New Zealand: “Hi4 technology is the future for GWM. It lives across the range in many different ways, delivering levels of performance, efficiency, power and offroad capability never before seen in plug-in hybrids. There’s no better way to launch it than the Uphill Slalom. It’s both demonstrative of Hi4-T capability and symbolic of where GWM is heading as a brand – we’re fully charged and equipped to conquer the mountain ahead.”
Says Bindy Bassingthwaighte, Head Thinker at Thinkerbell: “Uphill Slalom is a world first and importantly, it’s just the beginning. This challenge was about finding the most intuitive, entertaining and contextual way to demonstrate Hi4-T capability to Australians and New Zealanders. Uphill Slalom sets the foundation for a new platform of work that will continue to push and prove Hi4-T in places no one expects.”
The Uphill Slalom launched through the Winter Olympic telecast over the weekend, and will be seen on digital, social, and partner channels.
Creative Agency: Thinkerbell
Client: GWM
Production: Hype Republic
Media: Atomic 212
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