Hot on the heels of successfully launching Omoda in April, the Jaecoo brand made its highly anticipated debut in Aotearoa in July 2024.
The launch came at a time when several new Chinese car manufacturers had entered the market, creating a crowded and competitive landscape. This presented a clear challenge: Jaecoo needed to carve out a distinctive identity and point of difference to resonate with Kiwi consumers.
Anthem was engaged to craft a strategic launch plan that would introduce Jaecoo to New Zealand, establish strong brand awareness, and drive sales, all while operating without any above-the-line investment. The strategy combined targeted media engagement, experiential events, and a focus on creating lasting connections with key stakeholders and media audiences.
To address the competitive landscape and highlight Jaecoo’s unique value proposition, Anthem hosted an exclusive media lunch at Kauri Bay Boomrock, where Jaecoo’s competitive pricing and brand positioning were revealed. This premium setting set the tone for the day, which continued with face-to-face interviews between key automotive media representatives and Jaecoo team executives.
The excitement continued with a chance to get behind-the-wheel in an exclusive off-roading experience, driving the all-new Jaecoo J7 in a challenging environment that demonstrated the vehicle’s rugged capability.
The day culminated in a lavish evening soiree, where an extended guest list of dealers, suppliers, and team members joined the festivities. The evening portion of the event marked the announcement of Jaecoo’s first official brand ambassador, Jay Reeve, who took on the role of host and was crowned with the official title of ‘Mr J’.
The event was highly successful, with over 70 attendees and more than 50 pieces of coverage generated across media and social. To spread the news far and wide, Anthem undertook extensive media outreach targeting automotive, lifestyle, and trade publications.
To keep the momentum going post launch, Anthem devised a comprehensive media test drive programme to drive further coverage and brand awareness over the following months. This programme reached over 20 journalists and involved facilitating vehicle handovers, providing detailed summaries of the models and their features.
