The Challenge Presented:
Small cars carry a perception problem: Australian consumers associate them with compromise — on space, tech, safety, design and driveability. For the Australian launch of the Geely EX2, the world’s best-selling small EV, the challenge was to break that association entirely and give the car a platform big enough to match its ambition, rather than launching it as “just” a small car.
The Strategy Created:
Bastion, Dentsu PR and Tag came together across creative, earned media, social and creator engagement to build Geely Auto Australia’s largest integrated campaign to date, “It’s Gonna Be BIG.” The platform flips the small-car stereotype on its head, positioning the EX2 as “uncompromising by design”.
Bastion created a design-led campaign that deliberately zags from the category’s usual lifestyle clichés, dominating outdoor across Sydney, Melbourne and Brisbane, across a transit and retail media mix. It also orchestrated an Australian-first partnership with Amazon, putting the EX2 in an immersive virtual showroom on Amazon.com.au and in front of audiences via Prime Video Interactive Ads. Tag translated the platform into social-first storytelling and creator activation to build anticipation pre-launch and sustain conversation after. Dentsu PR drove messaging longevity with motoring and lifestyle media from teasers through to an international press trip and milestone announcements, with thought leadership and data-led insights lined up to keep the small-car conversation going post-launch.
The Strength Achieved:
The result is Geely Auto Australia’s biggest campaign yet and a genuine “big first”: the first vehicle launch ever held at The Cutaway in Barangaroo, delivered by Bastion for VIPs, media, influencers and guests. We created an experience like no other; celebrating the design, technology and ambition redefining the small car category. It’s also the first time an Australian auto brand has launched via an immersive Amazon virtual showroom, giving the EX2 direct discoverability and test-drive requests at the point of consumer attention.
Across paid, earned, social, influencer, experiential and partnership channels, the campaign has built a fully integrated launch that moves the Geely EX2 beyond traditional automotive audiences and into design, tech and lifestyle conversations — proof that three agencies working as one can deliver something genuinely bigger than the sum of its parts, to ultimately put the brand in a position of strength.
