How do you make a globally successful brand tangible, present and unmistakable in Austria? We answered precisely this question for BYD Austria - with a campaign that linked the brand's image building with the launch of the new BYD Seal U DM-i plug-in hybrid. The aim was not only to put an innovative vehicle with pioneering technology on the road, but also to develop a long-term strategy that makes BYD visible across all channels.
Despite its impressive market position - third place in the Austrian electric car market - BYD is still too little anchored in the public consciousness. The challenge: to create a brand presence that arouses emotions, emphasizes innovation and quality and at the same time highlights the price-performance ratio of the vehicles. The aim is to position BYD not only as a manufacturer, but also as a visionary in the field of electromobility, clearly demonstrating what “Build Your Dreams” really means.
Our campaign relies on a clear and reduced visual language that focuses on the vehicle and emphasizes technical highlights. Typography and storytelling aim to make the brand's values emotionally tangible. The BYD Seal U DM-i became the central element to emphasize BYD's innovation and accessibility.
The campaign focuses on consistent implementation across all relevant touchpoints - from TVC, out-of-home and print to social media and display. In the digital ecosystem, the campaign impresses with precise targeting and interactive formats that ensure maximum visibility on social media, display ads and dynamic content.
“The collaboration with digitalwerk is particularly impressive thanks to their initiative and excellent understanding of the brand. With a campaign aimed at establishing and promoting BYD on the Austrian market, they have impressed us across the board. The appearance clearly stands out and - like us - sets new standards.”
Rene Petzner
Head of Marketing, BYD Austria
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