“Reroute, Together!” — IMC Campaign for Amap
Brand & campaign strategy
PROJECT TYPE
Academic capstone · Amap (AutoNavi)
YEAR
AREA OF WORK
Brand & campaign strategy
FOCUS
Integrated marketing communication · Mobility
Overview
Developed from December 2025 to June 2026, this final-year capstone proposed positioning Amap as a companion for college students navigating life transitions. As team leader, I coordinated research, strategy, creative development, and the final presentation under the supervision of Prof. Ma Minqin.
Developed from December 2025 to June 2026, this final-year capstone proposed positioning Amap as a companion for college students navigating life transitions. As team leader, I coordinated research, strategy, creative development, and the final presentation under the supervision of Prof. Ma Minqin.
The challenge
Amap is functionally strong but emotionally undifferentiated. The strategic challenge was to connect route planning and local-service discovery with the uncertainty young adults feel when entering a new city or life stage—without overstating what a navigation platform can credibly promise.
Amap is functionally strong but emotionally undifferentiated. The strategic challenge was to connect route planning and local-service discovery with the uncertainty young adults feel when entering a new city or life stage—without overstating what a navigation platform can credibly promise.
Approach
We combined audience research, competitor review, journey mapping, and channel planning to build the creative platform “Reroute, Together!” The campaign connected navigation with local discovery across social content, outdoor touchpoints, in-app experiences, and partnerships, with a media plan and evaluation framework to keep the idea accountable.
My role:
Team leader. I coordinated research synthesis, strategic framing, creative consistency, task allocation, and the final 67-page strategy narrative.
Outcome:
The team produced a 67-page IMC proposal covering audience research, creative concepts, channel planning, and evaluation. It received positive oral feedback and a strong assessment from the reviewers. This was a final-year academic project; Amap did not adopt or implement the proposal.
We combined audience research, competitor review, journey mapping, and channel planning to build the creative platform “Reroute, Together!” The campaign connected navigation with local discovery across social content, outdoor touchpoints, in-app experiences, and partnerships, with a media plan and evaluation framework to keep the idea accountable.
My role:
Team leader. I coordinated research synthesis, strategic framing, creative consistency, task allocation, and the final 67-page strategy narrative.
Outcome:
The team produced a 67-page IMC proposal covering audience research, creative concepts, channel planning, and evaluation. It received positive oral feedback and a strong assessment from the reviewers. This was a final-year academic project; Amap did not adopt or implement the proposal.
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