Context

Long established and landmark distributor, MSL needed help with the Irish launch of all-electric Chinese car brand BYD.

While completely unknown here at the time, BYD had a massive global footprint, in particular in Asia. Originally a battery manufacturer which made the transition into transport and eventually innovative electric cars, their experience and legacy was a clear opportunity.

What We Did

Research, collaborative workshops with the brand team, and good old fashioned creative strategy work. The creative platform: “BYD, The Biggest Car Brand You've Never Heard Of.” This was rolled out as a TTL advertising launch, for which we created TVC, VOD, Radio, D/OOH and a full social suite.

This work was complimented by several agency partners adding experiential and influencer programmes for a comprehensive and engaging launch. 

The initial launch was spearheaded with the BYD Atto3, and followed closely by the individual launches - under the same creative platform - of the BYD Seal and BYD Dolphin.

Results

At the time of writing, global BYD sales have overtaken Tesla's. BYD cars have become a common sight on Irish roads with sales increasing +39% in year to date, and have firmly implanted themselves in the consideration set of progressive Irish motorists. An unequivocal success, the Irish launch of BYD set the brand off on a road leading from strength to strength, with over 10 dealerships countrywide. The launch was the recipient of an Effie Award (New Product or Service).