‘Gday Australia’: Invnt tapped for Chinese EV’s Aussie launch
Chinese car company Geely Auto has unveiled Invnt as its experiential agency for the launch of its upcoming electric vehicle EX5 SUV, wrapping up a competitive pitch process.
Invnt has crafted a ‘G’day Australia’ brand narrative that they say demonstrates Geely’s commitment to the nation.
The launch will take place on March 11 in Sydney, and will consist of various activities, including a party, activations, technical training, and media drive.
Invnt’s involvement in the launch sees it stand beside other agencies Geely has chosen for its product’s debut, including Merkle for website and customer experience management; Dentsu for managing influencers and PR; Havas Media for overseeing media; and Havas Host for social and creative duties.
According to Geely Auto Australia’s CEO Li Lei, the EX5’s launch is key to Geely’s presence within Australia, and he needed a partner who could deliver an authentic experience.
“The launch of the EX5 is a significant milestone for Geely Auto Australia as it marks the start of our relationship with the country and Aussie consumers, and we needed a partner who could bring this to life in an authentic way, and we are excited to partner with INVNT to deliver unique experiences to consumers, media and our network,” Lei said.
For Invnt APAC’s managing director, Laura Roberts, the agency’s work with Geely was a great experience.
“With Geely, we’re not just unveiling a car; we’re opening the door to a new era of human mobility, introducing Australians to a brand that’s set to redefine the road ahead.”
Australians eager to get behind the wheel of Geely’s EX5 can make enquiries and request test drives at dealerships from March 11, with vehicle delivery orders beginning in the same month.
Editor’s note: Mumbrella has changed the way it deals with company names. House style is now to use standard proper noun capitalisation on all names regardless of brand typography. Brand typography may be retained in direct quotes from releases.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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I’m really excited about having the road ahead redefined.Thank you so much Geely!
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