How Chinese EV brand BYD used targeted media to make its mark in Europe
As a largely unknown brand in EMEA, the electric car company used programmatic platforms to help drive awareness in five markets.
Chinese electric vehicle and battery company BYD faced several barriers as it planned to launch in five key markets in EMEA. The brand was mostly unknown in Europe, with research finding prompted awareness of BYD was extremely low at 12%. In addition, the business needed to overcome consumer concerns about the quality and longevity of Chinese vehicles.
Working with marketing services and technology company PMG, BYD identified a core target audience of early adopters who were most likely to consider buying an EV from a challenger brand. This segment comprised males and females aged 30 plus who resided in cities where charging infrastructure was the most mature, and who were likely to identify with BYD’s emphasis on eco-conscious living.
A cross-channel media strategy was devised to capture this audience’s attention. Big-screen formats were prioritised, including linear TV in the five launch markets of the UK, France, Germany, Spain and Italy. Launch adverts were supported by connected TV, BVOD and VOD, all served through platforms such as Sky AdSmart, Quantcast and YouTube.
This approach drove mass reach and immediate impact, while digital OOH formats reached target consumers in key locations, including low emission city zones, as well as near petrol stations and charging points. Programmatic platforms were leveraged to drive engagement with online video adverts, while ad slots were carefully selected to support BYD’s sponsorship of UEFA Euro 2024.
Results show that in the four months following the campaign launch, share of search increased in all five markets by 101% collectively, while web traffic rose by 159%. Brand demand also grew by 115%, helping BYD scoop the 2024 Marketing Week Award for Automotive.
