Havas Host and dentsu to spearhead Australian launch of Chinese auto brand
Chinese automotive brand Geely Auto has appointed Havas Host and dentsu to spearhead its local product and brand launch.
Geely commissioned a survey into the needs and considerations of Aussies and Kiwis when buying a car, and the findings were used to develop the briefing and requirements for its approach to the local market.
Designed to connect with Aussies and Kiwis in an authentic way, Havas Host and dentsu will cover creative, social, PR and website experience together, working under the supervision of Geely’s marketing director, Beryl Thomas.
“At Geely Auto, we’re not just about making cars – we’re creating a better way of living. We aim to forge a lasting impact on the Australian automotive landscape. As we move into 2025, we look forward to offering Australians a flexible, versatile, and smart mobility choice that suits the needs of the Australian way of life,” Li Lei, head of Geely Auto Australia.
“Havas and dentsu presented ideas that resonated with our brand values, ensuring our commitment to Australia was front and centre in their approaches. We are excited to gather a team of market talents to strengthen the presence of the Geely brand.”
Havas Host has been named the lead creative and social media agency, with its remit including developing a new brand campaign, building on the automotive brand’s current global platform that inspires consumers to ‘See The World In Full’.
Meanwhile, dentsu will be responsible for PR, and influencer and ambassador management, including press fleet management. Merkle, dentsu’s CX agency, will create Geely’s Australian digital consumer experience, starting with website interactions including pre-ordering and test drive booking.
“We’re thrilled to have the opportunity to partner with the Geely Auto Australia and dentsu teams to launch the brand into the Australian market with impact. The Geely team have bold ambitions, and we’re looking forward to bringing to life the possibilities that Geely Auto products can bring to Australians,” Gayle While, CEO of Havas Host, said.
Patricio de Matteis, CEO of dentsu ANZ, added: “We’re excited to partner with Geely Auto as it launches into the Australian market. Geely’s commitment to innovation and dedication to meeting the needs of its local customer aligns perfectly with dentsu’s values. It’s a true privilege to be able to leverage our deep experience across auto to help shape an exciting brand like Geely as it launches in a new market and redefines the auto category by enriching customers’ lives, delivering on their aspirations and practical needs without compromise.”
The first vehicle launch will be in H1, 2025.
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