BYD, a leading electric vehicle (EV) company in China, partnered with our team to expand into a new, highly competitive market: Europe. While BYD is a household name in China, it was virtually unknown in key European markets. The automaker aimed to establish itself as a leading global EV brand across five critical regions: the U.K., France, Germany, Spain, and Italy. Our challenge was to elevate a Chinese EV brand with minimal recognition in Europe and rapidly position it as a market leader by building awareness, consumer interest, and brand favorability.
In Europe, consumer awareness of BYD was significantly lower compared to established competitors like Tesla. Preliminary research revealed that prompted awareness of BYD was just 12% (vs. Tesla at 89%), and unprompted awareness was a mere 1% (vs. Tesla at 54%). Sentiment analysis further highlighted negative perceptions, highlighting negative perceptions, with European consumers associating Chinese-made EVs with lower quality and reliability.
With minimal first-party data available, we conducted extensive audience research to identify a core segment: eco-conscious urban innovators and early adopters—buyers actively considering EVs. This group is over-indexed in digital video consumption, with 75% reachable via TV, streaming, and social platforms.
Using these insights, we believed a Through-The-Line media strategy prioritizing premium, high-impact formats would help drive awareness and reposition BYD as a credible challenger. Sponsorships and partnerships, such as Euro 2024, could help cement BYD’s presence in trusted, high-attention environments, countering negative sentiment, and establishing the brand as a global leader in the EV space.
We set out to transform BYD from an unknown Chinese automaker into a desirable EV brand in Europe. Our strategy hinged on two pillars: winning over forward-thinking car buyers and sustainability-conscious consumers while leveraging high-impact partnerships to build brand equity in competitive markets.
Armed with data-driven insights, we devised a cross-channel approach to engage audiences at every touchpoint. Big-screen formats (linear TV, CTV, premium VOD) were prioritized to drive mass awareness, while high-impact digital OOH placed BYD in the heart of key urban locations, ensuring visibility in critical EV adoption zones.
A core differentiator was our focus on sustainability, aligning with BYD’s mission to cool the earth by 1°C. Through our Green Marketplaces initiative, we would deliver media in eco-conscious environments, ensuring low-carbon, high-impact placements. To build deep brand affinity, we would tap into the passion for live sports, using the Euro 2024 sponsorship, Champions League placements, and YouTube mastheads to capture engaged football fans.
To bring our strategy to life, we executed a high-impact, multi-channel activation plan across TV, digital OOH, and social media, ensuring BYD was unmissable in key markets.
We prioritized premium, high-reach media to drive awareness and credibility, leveraging Linear TV, CTV, and VOD across the five regions. Dynamic digital OOH placements targeting high-traffic areas, including London Low Emission Zones (ULEZ), petrol stations, and EV charging points, placing BYD at the center of sustainable mobility conversations.
A key pillar of our campaign was BYD’s Euro 2024 sponsorship, which we leveraged to build brand equity among core sports audiences, securing ad placements within major sporting events such as the Champions League and Six Nations. We amplified excitement through countdown activations, building anticipation for the tournament while reinforcing BYD’s association with elite sports.
To deepen engagement and foster emotional connection, we leveraged rich media, high-impact YouTube mastheads, and interactive ad formats, ensuring BYD dominated key moments. Through mastheads, we secured 100% share of voice during the critical post-match window, capturing fans actively searching for highlights at peak times. Match perimeter ads further integrated BYD directly into live football coverage.
By seamlessly integrating BYD into cultural moments, we established the brand as not just a new EV player, but a forward-thinking, sustainability-driven leader in the European market. Within four months, BYD's performance exceeded all expectations. The brand experienced a 24% increase in recall, an 88% lift in brand consideration, and an impressive 187% improvement in brand image. Across all five target markets, BYD achieved significant gains in Share of Search—130% in the U.K., 78% in France, 19% in Germany, 79% in Spain, and 53% in Italy—putting the EV brand on par with more established competitors.
Following our television campaign, we observed a substantial increase in branded search activity, resulting in a 159% spike in site traffic and a 114% jump in brand demand. AutoTrader, a key partner in our efforts, reported a 69% increase in views of BYD models on its platform during just the first weekend of the Euro 2024 tournament. Additionally, a Carwow survey revealed a notable surge in brand awareness, with 46% of respondents familiar with BYD after the tournament, compared to 28% prior. This rise in awareness translated into a 57% increase in inquiries on the platform.
Additionally, a partnership with GoodLoop turned ad views into real-world change, planting 39,000 trees and generating £20,000 for green charities.
