Driving awareness of a hidden EV giant

Chinese EV and battery manufacturer BYD faced challenges entering five key EMEA markets, including low awareness (12% prompted recognition) and skepticism about Chinese vehicle quality.

PMG devised a cross-channel media strategy, prioritising big-screen formats like linear TV in the UK, France, Germany, Spain, and Italy. These were complemented by connected TV, BVOD, VOD, and platforms such as Sky AdSmart and YouTube. Digital OOH formats targeted high-traffic locations like low-emission zones, petrol stations and charging points, while programmatic platforms drove engagement through online video. The campaign aligned with BYD’s UEFA Euro 2024 sponsorship for additional visibility. This strategy delivered significant results: in four months, share of search rose 101% across the five markets, web traffic grew 159%, and brand demand increased 115%.