We are delighted to share that we have been appointed by JAECOO, a subdivision of Chinese vehicle manufacturer Chery International, to lead its digital UK launch. With a Digital-first strategy encompassing Social, Paid Search, Influencer and Creative, we are focussed initially on the debut of the JAECOO 7, a premium mid-size SUV that aims to disrupt an established market with its competitive pricing and unrivalled Super Hybrid System range.
Our Digital and Creative teams have been tasked with the digital launch of the brand to the UK market, establishing a presence and community across Meta and YouTube, through a fully integrated strategy across organic, paid social, paid search, influencer and creative.
At the heart of the Digital and Creative strategy is JAECOO’s Earning Our Badge narrative, the notion that Badges aren’t bought. They’re earned. A concept that leans into the idea of a newcomer entering a market and taking on the established brands – knowing they must earn their place.
JAECOO’s UK launch was ushered in by England and Harlequins rugby legend, Chris Robshaw, who has partnered with the brand to be their first ever ‘Mr. J’.
Omoda & Jaecoo UK brand team’s Digital Marketing Supervisor, Lindsay Yin, stated:
“Rather than the traditional commissioned collaboration model, we prefer to establish a more open and mutually beneficial partnership with our collaborators. We are highly receptive to exploring new creative ideas and strategies that are better aligned with the UK market, working together with The PHA Group to turn them into reality. Our brand team is young and dynamic, and we are eager to push boundaries in digital marketing, a key reason why we are excited to work with PHA. Of course, the foundation that allows us to take this bold approach is the competitiveness of our vehicles, which meet the market’s expectations for an off-road SUV.”
Shelley Frosdick, Group Managing Director at The PHA Group, commented:
“JAECOO and The PHA Group share many of the same values, and we are thrilled to have partnered with them on their digital launch to the UK market. With an exciting programme of activity ahead, we look forward to working together and earning our badge.”