The change

XPENG is transforming the way people move with leading-edge AI technology. Our first project for the Chinese car manufacturer was to support the UK launch of its new rapid-charging, all-electric G6.

Engineered with an exceptional attention to detail, its space age design, premium comfort and technical advances deliver a seamless, intelligent driving experience.

To stand out from the saturated EV market with limited touchpoints, we adopted a challenger mindset, developing a national multi-channel digital campaign that involved a Waterloo Station takeover. We used the Underground map to create a dynamic countdown showing how far you can travel in 12 minutes – the short time it takes to recharge from 10–80%.

Other deliverables included digital OOH screens across various cities and Gridserve locations, together with META & P-MAX paid media and vehicle decals.

A close-up view of a person holding a smartphone against a warm, soft-focus background while interacting with an Instagram post from 'xpeng.uk'. The social media ad image shows a stylish man carrying a duffel bag walking past a light grey XPENG G6 electric car. Overlay text on the post reads 'MORE TO OFFER' with lease pricing details: 'BUSINESS CONTRACT HIRE FROM £289* +VAT PER MONTH' and a call-to-action reading 'ALL-ELECTRIC XPENG G6 PRE-ORDER NOW'.
A smartphone mockup on a slatted surface displaying an Instagram Story advert for the XPENG G6 electric car with personal contract hire pricing starting at £349 per month.
graphic showcase of three responsive digital ad formats (square, portrait, and tall story) for the XPENG G6 electric car, highlighting £39,990 OTR pricing and a 'Book a Test Drive' call-to-action.
A wide shot of a multi-panel digital billboard take-over spanning the façade of a modern brick building at dusk. The building is illuminated with a vibrant green glow beneath a row of connected screens displaying advertisements for the XPENG G6 electric car. The adverts show dark metallic and white models of the car alongside copy such as 'ALL-ELECTRIC XPENG G6' and '10-80% CHARGE IN 12 MINUTES*'. In the foreground, cars travel along a wet road with motion blur reflecting the streetlights.
A portfolio graphic featuring three vertical promotional posters for the XPENG G6 electric car displayed side-by-side on a bright lime-green background. Each poster features location-specific headlines tailored for British cities: Left Poster (LONDON): Features a metallic bronze XPENG G6 parked near water under a dramatic twilight sky with the headline 'EXIT THE BIG SMOKE' and subtext reading 'ALL-ELECTRIC XPENG G6 | 332 MILES RANGE*'. Middle Poster (MANCHESTER): Displays a dark grey XPENG G6 in front of warm, illuminated modern architecture with the headline 'SHE’S ELECTRIC' and subtext reading 'ALL-ELECTRIC XPENG G6 | 10-80% CHARGE IN 12 MINUTES*'. Right Poster (EDINBURGH): Shows a white XPENG G6 against a scenic snow-capped mountain backdrop with the headline 'CHOOSE LIFE. CHOOSE THE XPENG G6.' and subtext reading '10-80% CHARGE IN 12 MINUTES* | MORE TIME FOR WHAT MATTERS'.
A large vertical digital billboard positioned on a busy roadside flyover with passing cars in motion blur. Bare trees and a concrete overpass structure frame the background. The digital display showcases an advert for the dark grey XPENG G6 electric car parked beneath warm orange architectural draping. The headline features Scottish phrasing reading 'MAIR TIME, NAE BOTHER.', with subtext below stating 'ALL-ELECTRIC XPENG G6' and '10-80% CHARGE IN 12 MINUTES'
A vertical digital billboard totem standing centrally between two parallel escalators in a sleek, modern station concourse. The screen displays an advert for the XPENG G6 electric car featuring a smartly dressed man carrying a leather briefcase as he walks past a light silver XPENG G6. The top section displays the headline '10-80% CHARGE IN 12 MINUTES*' above 'ALL-ELECTRIC XPENG G6' and 'AVAILABLE NOW' in bright green.
A vertical outdoor digital billboard positioned within a roadside hedge along a tree-lined street with parked cars and a stone building in the background. The advertisement displays a metallic grey XPENG G6 electric car driving along a winding road with rocky hills behind it. Bold white headline text reads '10-80% CHARGE IN 12 MINUTES*' above 'NEW XPENG G6' in bright lime green, topped by the XPENG logo
Three illuminated vertical poster lightboxes mounted side-by-side on a grey tiled stone wall along a station concourse staircase. Each poster showcases the XPENG G6 electric car in a different scenic setting: Left Poster: Displays a white XPENG G6 parked by water with snow-capped mountains in the background beneath the headline 'ALL-ELECTRIC XPENG G6'. Middle Poster: Features a metallic silver XPENG G6 in front of futuristic architecture and a glowing sunset, with text reading '10-80% CHARGE IN 12 MINUTES*'. Right Poster: Shows a metallic pinkish-grey XPENG G6 near water at twilight under the slogan 'MORE TIME FOR WHAT MATTERS' and 'NEW XPENG G6'.
A wide digital billboard mounted on a steel gantry truss frame against a partly cloudy sky. The advertisement showcases a white XPENG G6 electric car parked on a wet, reflective surface set against a backdrop of snow-capped mountains. Headline text on the left reads 'MORE TIME FOR WHAT MATTERS' in white, with 'NEW XPENG G6' in lime green beneath it and the XPENG logo in the upper-right corner.
A low-angle photograph of an expansive, wide digital billboard mounted along the side of a concrete highway overpass against a pale sky. In the background, city skyscrapers rise beneath early morning or twilight light. The billboard advertises the XPENG G6 electric car: the left portion shows a metallic grey XPENG G6 driving along a coastal road next to the slogan 'MORE TIME FOR WHAT MATTERS' and 'NEW XPENG G6' in green text, while the right section features a large, bold white XPENG logo.
A wide outdoor digital billboard positioned in a paved urban plaza surrounded by autumn trees with golden leaves and modern glass skyscrapers in the background. The display showcases an advert for the new metallic pinkish XPENG G6 electric car parked near a beach at sunset, with two surfers walking towards the water. On the right, white text reads 'MORE TIME FOR WHAT MATTERS' above 'NEW XPENG G6' in lime green, with the XPENG logo positioned in the top corner.
A testimonial graphic set against a dark grey background. On the left, a quote in white text reads: 'Working with the team at 438 has been absolutely class, helping to deliver a campaign that completely smashed our expectations. We were consistently overachieving on our benchmarks, proving they truly understand what creative makes each platform tick.' Below, the quote is attributed in lime green text to Robin Wooler, Client Partner at Notorious Communications. On the right, two key metrics are highlighted in large lime green figures: '233% Increase in awareness' and '180% Increase in consideration'.

The campaign delivered strong results across all channels. On YouTube, Q1 delivered 62% more views than planned, with every format outperforming expectations. A Brand Lift Study on Mail Metro Media also exceeded category benchmarks for recall, brand engagement and action,  resulting in a 233% increase in awareness, an 180% increase in consideration, and 79% of respondents said the ad grabbed their attention.

Results from Q1 launch support
A series of vertical digital advertising screens mounted on concrete pillars inside a busy, modern transport concourse with motion-blurred commuters walking past. Foreground Screen (Left): Displays a lifestyle advert featuring a smartly dressed man carrying a leather bag walking past a silver XPENG G6 electric car. Middle Screen: Displays the XPENG logo above large green text reading '46% Charged' and a digital timer reading '06:10'. Background Screen: Shows a vertical stylised route map featuring London Underground stations from Regent's Park down to Waterloo.

Client

  • XPENG

Deliverables

  • Brand Awareness
  • Brand Governance
  • Brand Identity
  • Digital Marketing
  • Motion Animation 
  • Multi-channel Campaigns
  • Out of Home
  • Social Media

Additional Credits

  • Notorious Communications

Our Projects
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Ecolab
Isuzu UK
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