We took the route – first time for everyone involved – to not show the product and instead connect emotionally with the audience but focusing on the key message which was showcasing “character within”. The overcrowded car market in the region meant that for the campaign to have impact, the way through the noise was to focus on storytelling and hinge out campaign on key figures from the art, design, creative and culinary fields who were all brimming with character and celebrate their character within the campaign.

By creating a 10 part mini-docs series, we engaged people of interest who had strong community pull to help us highlight the video content. Our aim was to get as much organic reach out of the campaign and literally have the content shared and loved by communities rather than paid.

This content gained over 500K organic views on YouTube and shed the right kind of light on the new launch.

Creative Content Strategy

Creative Direction

Content Production

Ad Campaign Production

Influencer Management