MOTORSPORT IN CHINA
Disappointed with current insufficient racing resource, the low quality of existing racing facilities in China, four motorsport enthusiasts decided to develop a brand new circuit with international standards with innovative business model; and deliver a new circuit brand for China market, aiming to lead and shape China’s own motorsport culture. Zhejiang Circuit is born. However, it didn’t have a clear understanding of its target consumers in China and lacked a defined brand positioning as well as a comprehensive brand identity system. Labbrand worked closely with the founder to develop the positioning strategy and visual identity system.
SEEK FOR STIMULATION
Labbrand first dug into current Chinese racing culture category through semiotic analysis and consumer research, followed by internal in-depth interviews. We have identified the profile of the target consumers: true-self releasing office worker, stimulation seekers and auto racing enthusiasts. They have passion for racing, desire to enrich their life, and also want to share with professionals.
ACCELERATE YOUR SENSES
Based on the market and industry insights, we created the positioning for Zhejiang Circuit – accelerate your senses. It provides the best experience of racing life, showing a new racing culture, allowing racers and racing lovers to get rid of the hustle and bustle with its professional and diverse services.
We then developed a structured messaging matrix that will guide Zhejiang Circuit’s effective communication towards its different target audiences in a strategic and concise way, including elevator pitch, tone of voice, key messages, etc.