AUDIENCE
I commissioned the largest consumer EV study ever conducted in the UK. It shaped the audiences, channel weighting and language used across launch.
CASE STUDY 01 / 2024
GEELY AUTO UK
MARKET ENTRY + LAUNCH
Launching Geely in the UK meant building the marketing function at the same time as launching the brand.
- ROLE
- FIRST UK MARKETING HIRE / HEAD OF MARKETING
- TEAM
- 5 DIRECT REPORTS + MULTIPLE AGENCIES
- BUDGET
- £20M ANNUAL MARKETING BUDGET
- SCOPE
- BRAND, MEDIA, DIGITAL, CRM, PR, FLEET + DEALERS
THE CHALLENGE
MORE THAN A LAUNCH CAMPAIGN.
Build the brand and the engine behind it.
Geely did not just need a campaign. It needed a proposition, a launch plan and a working marketing engine. As the first UK marketing hire, I set the budget, built the team, ran the agency tender and worked with Finance on forecasting and reconciliation until the CMO joined.
The job covered every customer touchpoint, from audience research and channel strategy to the website, dealer materials, fleet support and the launch work itself.
5DIRECT REPORTS
55DEALERS ACTIVATED
£20MANNUAL BUDGET
4 MONTHSTO 56% AWARENESS
THE STRATEGY
MAKE AN UNFAMILIAR BRAND EASY TO PLACE.
The work started before the ad. We needed to know who to speak to, what Geely should mean in the UK and which job each channel had to do.
POSITIONING
‘The newest established car brand’ joined Geely’s 40-year heritage to the confidence of a modern technology business.
MESSAGE
A simple idea: modern cars, human approach. The message had to make a new name feel understandable, credible and relevant.
CHANNELS
Tease, launch and conversion across TV, CTV, OOH, radio, digital, PR, social, CRM, retail and fleet support.
THE CAMPAIGN SYSTEM
ONE IDEA. EVERY TOUCHPOINT.
The output went well beyond launch advertising: full brand and marketing strategy, messaging, research, film and photography, retailer POS, PR activations and a practical content system for customers and fleet teams.
VOD / CAMPAIGN FILM
MEET THE GEELY EX5: INTELLIGENT EVERYDAYCONCEPT: BRAD MACE / SCRIPT DEVELOPMENT: M3UK LAUNCH / CENTRAL IDEA, FULL-FUNNEL DELIVERY
FULL BRAND STRATEGYMARKETING STRATEGY + MESSAGINGUK’S LARGEST CONSUMER EV STUDYHOW-TO FILMSTEASE FILMS + PHOTOGRAPHYVOD + TV + CTVRORY REID WALKROUNDRETAILER POSPR STRATEGY + ACTIVATIONSOOHRADIODIGITALCRMFLEET TOOLKITS
THE RESULT
A STRONG START, BUILT TO KEEP GOING.
The launch moved awareness quickly, built a live dealer network and created a measurable path from attention to order. The research also helped bring the cost of each lead down by 44%.
8% → 56%AIDED AWARENESS / FOUR MONTHS
1.2MMONTHLY SESSIONS / PEAK
55DEALERS / FIVE MONTHS
15%LEAD TO ORDER
-44%REDUCTION IN CPL
10K+VERIFIED DEALER LEADS / FIVE MONTHS
1.5K+CONFIRMED ORDERS / FIRST FULL QUARTER
SOURCES: CARWOW CUSTOMER STUDY / GOOGLE ANALYTICS / INTERNAL REPORTING
STRATEGY, OPERATIONS AND CREATIVE, TOGETHER.
Market positioning. Budget ownership. Team and agency leadership. Audience and channel strategy. Integrated launch delivery. Dealer and fleet support. Commercial measurement.
NEXT PROJECT
NOVUS / DEFINING A NEW CATEGORY →
