Challenge
Launching an unknown Chinese premium car brand in a highly competitive market is no easy task. Norwegian consumers have nearly 100 electric car models to choose from, and the ten largest brands accounted for 72% of total EV sales.
Solution
We needed to build awareness of both the brand and the car’s features while ensuring appeal to Norwegian consumers. Simply adapting a foreign ad was not an option. To carve out a strong position, we focused on what set this model apart: its size. The E-HS9 is one of the largest cars in its price range and offers “more of everything.” This abundance is one of the first things people notice about the E-HS9. Our creative concept became “MORE CAR”.
We filmed the car driving through dramatic western Norwegian landscapes to reinforce key USPs: More personality. More power. More space. More experiences. More safety... and more car. The campaign also emphasized that this is a vehicle well-suited for Norwegian conditions.
