BYD Netherlands chooses Abovo Maxlead, HPB and Mayster. The world's largest manufacturer of electric cars launches in the Netherlands.
The electric car brand BYD has been introduced in the Netherlands. Starting today, consumers and business drivers can order the BYD ATTO 3 and BYD TANG models. Three agencies assist in the introduction of the brand and its vehicles, and will also assist the company in the long term: HPB | The PR Bureau, Abovo Maxlead and Mayster. HPB made a local translation of the global brand BYD, developed a creative platform and is responsible for all earned attention. Abovo Maxlead created the media strategy, purchasing and planning all offline and online media. Automotive agency Mayster developed the brand strategy, positioning, campaign and the virtual showroom. The first brand expressions just went live on Out of Home and online media.
High-tech manufacturer of electric cars
BYD is the largest electric car manufacturer in the world and produces electric technology such as batteries for other renowned car brands. The brand name is an abbreviation of 'Build Your Dreams' which is exactly the mission of the company: to enable people to realize their dreams without harming the earth. BYD aims to combat further global warming through zero-emission mobility.
Stéphanie Ruitenbeek, Marketing Lead BYD Netherlands: “Build Your Dreams is more than a name, it's a call to action. We don’t just introduce new electric passenger cars, we want to inspire the Dutch consumer to make the world more future-proof together. In our search for the right agencies, co-creation and partnership were paramount; we really wanted to do it together. With HPB, Abovo Maxlead and Mayster, we have found the perfect combination of agencies to position and grow our consumer brand in the Netherlands.”
HPB | The PR Bureau - propagating the social role
HPB has translated BYD's global brand proposition, including the formulation of the brands’ social role and its message house, creative platform and tone-of-voice. The agency is a strategic partner for the launch in The Netherlands and is currently preparing a number of creative activations. In the longer term, HPB will structurally propagate the social role of BYD in the media with creative campaigns, social media, activations and influencer collaborations.
Abovo Maxlead - loves challengers
Abovo Maxlead is the media partner that helps BYD to enthuse the target group about the innovative product. The agency has been working with the Louwman Group for a long time, and is familiar with the industry and the challenges facing BYD. A start has been made with digital media and outdoor activities which will be extended in the coming year.
Mayster - Introduce and Convert
In collaboration with Abovo Maxlead and HPB, Mayster developed the strategy for the introduction of BYD in the Netherlands and subsequently created in-house content for each phase of the online journey. In addition to the introductory campaign, Mayster developed the virtual showroom where the target group can interactively become acquainted with the new ATTO 3.
BYD & the Louwman Group
BYD passenger cars are launched in the Netherlands in collaboration with the Louwman Group, one of the largest distributors of cars in Europe. With its mobility solutions for a future-proof world, BYD fits in seamlessly with the sustainable ambitions of the Louwman Group
Marketing Tribune already picked up this news.
