Shifting brand perception to positive

Great Wall Motors Company Limited, a Chinese automotive manufacturer, approached Origin as it wanted to update its branding and increase its visibility in the UK market.

And, it was looking to inject more energy into its brand to increase consumer and car dealership demand.

We set to work by embedding our team with theirs to gain a thorough understanding of its customers. This helped inform the creative direction of its new brand and it was clear that it needed to have a strong presence in the digital environment.

To begin our activity, we approached the stamp of the main product – The Steed. We evaluated its presence amongst its competitors and reviewed all media that it would be used for. Once the Steed was refreshed, we created a dedicated brand book for consistency of delivery to market. We then turned our attention to review the overall brand of Great Wall.

The current positioning “A Wise Choice” was tired and needed to reflect the product whilst inspiring the consumer. We evaluated the advantages of the product and the strap-line became obvious “The Intelligent Choice”.

Consistency and brand communication is key to any brand refresh, so next we had to communicate the changes that had been made to Great Wall’s audience. We did this by revamping all of its assets - starting with new vehicle studio and location photography, truck window dealership graphics, vehicle brochures, posters, press adverts, dealer adverts, radio, a website and point of sale items. All this was introduced to the dealership teams in a launch event run over a 2-day period, allowing them to try out the new vehicles and inform them of the new features and benefits.

The result? Engaged dealership sales teams and a huge spike in Steed sales which led to more than 400 units in the final quarter of the year and enabled the company to smash its targets.

The team were a pleasure to work with. They worked tirelessly to deliver an outstanding piece of work. Not only did it engage with our customers, but it had a very positive impact on our sales too.

Haydn Davies,
Marketing Director
IM Group


More detail?

For the full story on how we supported Great Wall, give us a call on 01926 422002, or drop us an email on [email protected] and we’ll send you the full case study.

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