Long established and landmark distributor, MSL needed help with the Irish launch of all-electric Chinese car brand BYD. While completely unknown here at the time, BYD had a massive global footprint, in particular in Asia. Originally a battery manufacturer which made the transition into transport and eventually innovative electric cars, their experience and legacy was a clear opportunity.
Research, collaborative workshops with the brand team, and good old fashioned creative strategy work led to the creative platform: BYD, The Biggest Car Brand You've Never Heard Of.
This was rolled out as a TTL advertising launch, for which I created TVC, VOD, Radio, D/OOH and a full social suite. To this, several agency partners added experiential and influencer programmes for a comprehensive and engaging launch.
This was rolled out as a TTL advertising launch, for which I created TVC, VOD, Radio, D/OOH and a full social suite. To this, several agency partners added experiential and influencer programmes for a comprehensive and engaging launch.
The initial launch was spearheaded with the BYD Atto3, and followed closely by the individual launches - under the same creative platform - of the BYD Seal and BYD Dolphin.
At the time of writing, global BYD sales haven overtaken Tesla's. BYD cars have become a common sight on Irish roads, and have firmly implanted themselves in the consideration set of progressive Irish motorists. An unequivocal success, the Irish launch of BYD set the brand off on a road leading from strength to strength, with over 10 dealerships countrywide. The launch was the recipient of an an Effie Awards (New Product or Service).
Role: Brand Positioning, Concept, Art & Copy, Delivery
Retouching/Motion: Michael Medvedi
Sound: Scimitar
Retouching/Motion: Michael Medvedi
Sound: Scimitar
Launch Hero TVC/VOD
Launch Key Visual (OOH/Social)
Seal Launch TVC/VOD
Seal Launch Key Visual (OOH/Social)
Dolphin Launch Key Visual (OOH/Social)
