Before an international fuel crisis accelerated EV demand and before new energy vehicles entered the mainstream, Geely Auto launched in Australia. Although Geely brought strong global credentials, they faced entrenched Australian scepticism toward Chinese manufacturers and entered the market with minimal awareness.

Following the launch of the EX5 and Starray EM-i, a campaign was required to build brand and product awareness while increasing test drives into early 2026. We developed a product-led ‘Bretail’ strategy to establish credibility and drive action. Grounded in audience insight, we elevated key reasons to believe for each vehicle through two platforms: ‘Drive the best of both worlds’ and ‘All this’, balancing premium aspiration with a human touch. Delivered across TV, OLV, radio, social and display, the campaign positioned Geely as a credible challenger - resulting in a 5x uplift in test drive leads YoY in Q1 2026.