CASE STUDY 02 / EUROPE

ZEEKR EUROPE

EU MARKET ENTRY + BRAND LAUNCH

Helping a new premium EV brand find its place across Europe, while building the marketing capability behind each market launch.

ROLE: BRAND + MARKETING LEADERSHIP
TEAM: 1 DIRECT REPORT + SPECIALIST AGENCIES
MARKETS: NETHERLANDS, NORWAY, SWEDEN + DENMARK
SCOPE: BRAND, CONTENT, MEDIA, RETAIL, PR + FLEET

THE CHALLENGE

ONE BRAND. DIFFERENT MARKETS.

Build consistency without pretending Europe is one audience.

Zeekr was entering Europe through several markets at once. The job was to create one clear brand platform, then make it useful to local teams with different launch timings, media landscapes and customer expectations.

The Netherlands, Norway, Sweden and Denmark were live, with Germany, France, Spain, the UK and other European markets in planning.

4LIVE MARKETS

4+MARKETS IN LAUNCH PLANNING

1DIRECT REPORT

B2B + B2CCONSUMER + FLEET SUPPORT

THE STRATEGY

A EUROPEAN PLATFORM THAT COULD TRAVEL.

The central idea had to be recognisable everywhere, while giving each market enough flexibility to make it relevant.

SEEK MORE

I created the brief and the “Seek More” idea as a European expression of New Luxury. It was produced and launched after I left, later becoming Zeekr’s first major European brand campaign: three hero films, 32 social videos and 55 images across five markets.

MY ROLE
BRIEF + CORE IDEALATER ROLLOUT
NL / SE / NO / DK / BE

BRAND PLATFORM

Define the premium EV proposition, priority audiences and messaging that local teams could use consistently.

MARKET PLANNING

Build launch plans around local readiness, retailer footprints, media conditions and customer behaviour.

CONTENT

Lead film and photography for the ZEEKR 001, then turn the work into a usable European content system.

CHANNELS

Connect paid media, social, PR, retail and fleet communications so every channel had a clear job.

THE CAMPAIGN SYSTEM

ONE SYSTEM. BUILT FOR EUROPE.

I turned the brand idea into practical launch materials: core creative, local toolkits, market content, retail experiences and assets for fleet teams.

ONE SYSTEM. BUILT FOR EUROPE.

EUROPEAN LAUNCH / CENTRAL IDEA, LOCAL EXECUTION

BRAND PLATFORMMARKET ENTRY PLANSZEEKR 001 FILM + PHOTOGRAPHYPAID MEDIASOCIALPRRETAIL EXPERIENCESFLEET SALES ASSETS

A CREATIVE PLATFORM

AN ONGOING SERIES, NOT A ONE-OFF AD.

FWB and I developed Zeekr Series as a format that could keep building over time. Episode one brought Evin Ahmad and Marie Göranzon together in Stockholm.

Two powerful women, from different generations, talking about what happens when established names hand the baton to the new Chinese brands entering Europe.

CONCEPT DEVELOPMENT WITH FWB / ART DIRECTION, STOCKHOLM

THE OPERATING MODEL

CONSISTENT BRAND. LOCAL RELEVANCE.

The result was a European launch system that could support live markets and the next wave of countries without starting again each time.

4LIVE LAUNCH MARKETS

4+EUROPEAN MARKETS IN PLANNING

8+MARKET ROADMAP

1CORE BRAND PLATFORM

B2CCONSUMER MARKETING

B2BFLEET SALES SUPPORT

1+INTERNAL LEAD + AGENCY NETWORK

SOURCE: ROLE SCOPE / EUROPEAN MARKET LAUNCH PLANNING

MARKET ENTRY, CONTENT + CHANNELS.

European brand planning. Audience and messaging. Launch orchestration. Film and photography. Retail activation. Paid, social, PR and fleet communications.

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