Unprecedented Public Service Program Aims to Up Excitement Levels In China
SHANGHAI, July 20 /Xinhua-PRNewswire/ -- A new public opinion poll conducted by Nielsen for the Ford brand in China indicates most citizens think excitement is one of the most important keys to a happy life. Moreover, while the Chinese crave excitement, they have a hard time getting it. In response to these findings, Ford is launching the China Excitement Challenge (CEC) -- a multi-layered public service and information campaign with a mission to help millions of Chinese visualize their own brand of excitement and then go out and get it.
The cornerstone of the campaign is a remarkable demonstration to dramatize this need for excitement called Excitement 21. Ford will take 18 people from all over China on a "road trip". For 21 consecutive days the participants will travel the nation and engage in a new activity. Each day they will be measured both subjectively and with scientific instruments on changes in their excitement levels. (21 days is considered by many scientists as the time it takes to form new habits.)
Excitement 21 will also be filmed each day, reality style, and posted on the CEC website http://www.excite.com.cn . There people can also vote for "China＊s Most Exciting" among the 18. The person with the most votes will win the new third generation Ford Mondeo.
Potential Excitement 21 participants can declare their eligibility online from July 16 through the middle of August by taking the Ford Excitement Quotient (FEQ) and providing some personal information.
In addition, CEC is comprised of a variety of other components and initiatives:
As mentioned, http://www.excitechina.com.cn is the official excitement website and will provide insights and tips to help people build a more exciting life.
Ford Excitement Quotient (FEQ) -- The FEQ is an online instrument -- a kind of IQ test that scores personal appetites for and levels of excitement. The FEQ will also provide personalized prescriptions for achieving more daily excitement. Former NASA space-program experts skilled in the measurement of human factors lead by Mark Rosekind and his team at Alertness Solutions in San Francisco developed the FEQ test and selected both subjective testing instruments and electronic devices to be used in Excitement 21.
Excitement Coach. The site also presents A＊Se, world traveler, adventurer and TV personality as the program＊s Excitement Coach. A＊Se will be available online to answer questions and offer advice as well as be present at most major campaign events. In addition, well known social psychologist Dr. Zhang Yiyun is the local consultant on the program and will provide further interpretations on the initiative, particularly from the psychological and emotional perspectives.
Excitement 101 is an extensive searchable database of exciting activities ranging from sport to travel, to food to romance to hobbies to cars that will come online by August 1. Excitement 101 will also include monthly calendar update.
For more information, please contact:
Cohn & Wolfe (Shanghai) Marketing Consulting Co., Ltd.
Derek Meng
Tel: +86-21-2405-0247
Email: derek_meng@cohnwolfe.com