Introduction.
Great Wall Motor is a Chinese automobile manufacturer that sells cars around the world but was struggling with a lack of visibility in the UK market. De Bono Marketing’s combination of international experience and expertise meant that we were well-placed to help update Great Wall’s branding to achieve this. We’re architects of creativity and outside-the-box thinking, and brought this to deliver genuine and transparent results for Great Wall, helping them shift their brand perception and smash their sales targets.
Challenge.
Great Wall approached De Bono Marketing because it wanted to update its branding and increase its visibility in the UK market. It was also looking to inject more energy into its brand to increase consumer and car dealership demand.
We are experts at bringing energy into tired brands by taking a strategic and creative approach led by insight.
Solution.
Our team of carefully selected experts focused on how to turn things around for Great Wall’s brand:
1. Collaboration:
We set to work by embedding our team with theirs to gain a thorough understanding of their customers. This helped inform the creative direction of their new brand, and it was clear that they needed to have a strong presence in the digital environment.
2. Strategy:
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 to ensure consistency of delivery to market. We then turned our attention to reviewing the overall brand of Great Wall.
The current positioning, “A Wise Choice,” was tired and needed to reflect the product while inspiring the consumer. We evaluated the advantages of the product, and the strapline became obvious: “The Intelligent Choice.”
3. Implementation:
Consistency and brand communication are 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 two days.
Gallery.
Results.
456
units sold in Q4
+340%
An annual sales increase of 340%
Sales
targets smashed
Conclusion.
With a visually striking new brand identity, Great Wall’s launch campaign and event were hugely successful, shifting not only the brand perception but also a lot of units. We don’t just deliver impressive marketing, we deliver results too.
What did our client say...
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