SUV Brand Launch

02 Apr SUV Brand Launch

China’s No.1 SUV brand launches in Australia

Challenge

HAVAL Motors, the No. 1 SUV brand in China launched in Australia in October 2015. Being new to the Australian market meant that potential new customers would not have had any prior exposure to the brand or the opportunity to test drive. New Breed were challenged with launching this brand in Australia and creating an experiential campaign to drive mass demonstration in high footfall locations.

Campaign Objectives

Provide the opportunity for key target audiences and new car intenders to experience, touch and feel the HAVAL H2, H8 & H9 models in high footfall locations in VIC, NSW, QLD & WA.

Educate on key features and benefits of each model through an engaging experience.

Target Audiences

H2 – tech savvy, cool 27 – 35 year olds looking for an SUV within their within their <$30k budget.

H8 & H8 – mainstream families looking for a luxurious and classic SUV within their <$50k budget.

Solution

New Breed devised a gamification campaign strategy and creative concept which integrated a large set-build involving a car which spun on a circular wheel. Consumers had the opportunity to spin the vehicle to win an instant prize. Events took place at Westfield Centres in NSW, VIC, QLD and WA which had a high percentage of key target audiences as regular shoppers. In-between live game shows, consumers were able to walk up onto the platform to sit inside the vehicle with specialised brand ambassadors educating on key features.

New Breed’s social media photography mechanic (New Breed Snaps) amplified the campaign, provided data collection and social sharing results.

Results

5 Westfield Centre’s across 4 states.

1 million+ eyeballs.

287k word of mouth impressions.

16k direct consumer interactions.

1,180 test drives.

Social content (Build time lapses, images, consumer interviews and vox pops).

Consumer data (collected through social media photography).