GWM HAVAL - Australia
Persuading Australia
to Go With More
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GWM builds the bestselling ‘ute’ in the world’s biggest market, China. But most people have never heard of them (including gear-heads). I was my job to launch the brand and the car in Australia.
But how do you persuade a nation of Hilux-loyalists to put down the Toyota and pick up a ‘Great Wall Motor’
We decided to tackle the elephant in the room, by reframing people’s perceptions of ‘Made in China.’
Chinese manufacturing is among the best in the world, which is why some of the most prestigious vehicle brands (like BMW) make their cars there. Yet the stigma around ‘Made in China’ remains.
Rather than fighting people’s bias, we sidestepped it. We redesigned the logo & created an additional, complementary meaning for the acronym GWM, which now leads communications: Go With More.
Go With More evokes the long history of Chinese innovation, and the USP of GWM at the same time.
👇🏼
Shortly after the rebrand, the COVID-19 pandemic spread across the globe. GWM slashed their advertising budget as a result, which ended our delightfully provocative original launch plans.
Nevertheless, we shot and produced new, integrated campaigns for the GWM Ute plus her sister brand: HAVAL.
Not bad considering none of the creatives could attend the shoot and all production happened in the world’s longest lockdown.