共话新春故事 “捷达好事灯场”点亮2026

Core Viewpoint - The event organized by FAW-Volkswagen's Jetta brand at the 32nd Zigong International Dinosaur Lantern Festival aims to create an immersive brand experience that connects emotionally with users during the Chinese New Year, blending traditional lantern art with modern travel technology [1][3]. Group 1: Brand and User Connection - The emotional connection between the brand and users often begins with shared memories and experiential moments, particularly during the rich traditions of the Chinese New Year [3]. - The Zigong Lantern Festival serves as a vibrant representation of collective memory, attracting a younger audience while maintaining deep-rooted cultural significance [3]. - FAW-Volkswagen Jetta aims to establish sincere dialogue with users through its new automotive technology company, launched in early 2026 in Chengdu, integrating itself into the festive atmosphere of tradition and innovation [3][4]. Group 2: Interactive Experience - At the Zigong Lantern Festival, Jetta engaged with young families through visual art and interactive experiences, allowing attendees to make wishes for the New Year and capture family moments [4]. - The brand's mascot, a lively horse, interacts with traditional lanterns, merging cultural heritage with a sense of modernity and technology [4]. Group 3: Everyday Life Integration - Jetta's vehicles, such as the VS8, are integrated into the daily lives of families, symbolizing reliable companionship during festive travels and everyday moments [6]. - Local families and visitors contribute to a warm brand image, reflecting Jetta's commitment to local roots while expanding its reach to a broader audience [6]. Group 4: Brand Communication Evolution - The "Jetta Good Things Lantern Field" initiative marks a new beginning for the brand in actively listening and engaging with users, shifting from one-way communication to a more interactive dialogue [8]. - By participating in festive scenes, Jetta aims to elevate its image as a long-term partner in users' daily lives, embodying reliability and warmth [8].