Geely Auto UK is gearing up to grab a share of the British car market with its first campaign through recently appointed Joint, designed to challenges assumptions around what an affordable EV can offer.
The “If You Know You Know” (IYKYK) platform for the Geely EX2 plays on the feeling of discovering something before everyone else, and reveals an EV that offers drivers more than they might expect.
A dynamic design system built from the Geely Auto logo creates windows onto the model, while cryptic street teasers gradually reveal features like its front trunk (“Frunk”), 36 storage spaces (“Thirty Six”) and 256 ambient lighting options (“Rainbow”).
Film and social are aimed at bringing the small and quiet EV ‘s personality to life, while over 100 tailored what3words posters point drivers towards local dealerships.
The rollout also includes an automotive-first TikTok “Out of Phone” activation on London’s Outernet screens, seamlessly mixing campaign visuals with insider influencer content.
The campaign introduces a clean, modern design system that runs through the entire customer experience, with headlines that is designed to capture Geely EX2’s personality and speak directly to its urban and young family audiences.
Running across out-of-home, online and social for five weeks, the activity highlights that electric car drivers do not have to compromise on luxury, design, or price.
The creative work makes the Geely EX2 feel like a smart choice; one that combines all these traits, hidden in plain sight. It follows the release of the Starray EM-i earlier this year.
Geely Auto UK is part of the same company which owns Volvo, Polestar, Lotus and Smart. Chief marketing officer Mark Blundell said: “Geely Auto is all about exceeding expectations, and the Geely EX2 is the perfect car to launch our bold IYKYK campaign with Joint.
“The creative perfectly captures the personality and surprising features of the Geely EX2; a car that doesn’t compromise on luxury, price, or design. It’s fantastic to see our first campaign with Joint live, and we’re looking forward to continuing this brilliant collaboration on many more campaigns to come.”
Joint founder Damon Collins added: “More and more consumers are switching to EVs as a sustainable alternative, but with so much choice on the market, the real challenge is standing out.
“It’s been brilliant working with our partners at Geely Auto to build a bold new brand design system and tone of voice, the perfect launchpad for the small but spacious Geely EX2. This is just the start of an exciting journey and we can’t wait to see where it takes the brand next.”
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