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.

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

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
See all work

Isuzu UK
Ecolab
Subaru UK