POLY, oOh!’s innovation and creative hub, and Yango has teamed up to unveil a new OOH campaign for BYD aimed at elevating awareness for the ATTO3 electric vehicle.
The campaign features artwork developed by POLY, showcases BYD’s new ATTO3 across oOh!’s classic Road and Street furniture sites.
The bus shelter special builds and 2D executions have been strategically positioned in premium locations and near BYD showrooms to capture motorists’ attention and encourage them to experience and test drive the vehicle.
BYD’s latest campaign instalment includes special builds on oOh!’s bus shelters in Newtown and Brisbane’s CBD, designed to maximise visibility and impact.
The campaign is further supported by large format 2D extensions to capture the aspiration of high dwell traffic in Melbourne’s Chadstone and Sydney’s Alexandria.
“As a challenger brand, we’re always looking for innovative and effective ways to introduce our brand to the market,” Kate Hornstein, head of marketing, BYD, said.
“Out of Home (OOH) environments have significantly boosted our awareness metrics and will continue to play a vital role as we build our brand. Yango and POLY have been instrumental in bringing the ATTO3 campaign to life.”
Richard Moore, production and content director, POLY, said: “The opportunity to work with a brand like BYD allows our team to provide best practice creative guidance in Out of Home, further demonstrating our expertise in achieving OOH success. We love how BYD is maximising the impact and creativity of classic formats through the use of special builds.”
BYD plans on running a series of Out of Home ads aimed at showcasing other models in the range and to continue to build the awareness of the electric car brand as an option for Australian motorists.
Earlier this year, EV Direct appointed Yango to manage its media account to supercharge its growth in the Australian market. The independent agency has been tasked with media strategy, media planning and media buying for the EV giant, which squeezed past Tesla last year to secure the largest market share globally.