CLIENT | GWM

GWM has made ground in the Australian car market but briefed us to help them solidify their position as a genuine competitor to the top brands.  To help with this we needed to make the brand feel more Australian, and lose some of the stigma that Chinese car companies face. To do this we leveraged an Aussie saying, 'chuck it in the ute'. A colloquial term know by everyone that infers

'I've got this'. My ute has got this. Tweaking the langauge slightly to ensure it ladders back up to

GWM's platform 'GO WITH MORE'.  

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'Chuck more in' is a fully integrated campaign supported by shorter form films, national OOH, and an
earned roll out.