Atteline - Changan in KSA client by corporate in the desert
Atteline - Changan in KSA client by corporate in the city

Changan

THE BRIEF

Changan’s commitment to deepening localisation and enhancing customer care ensures its leading position as a Chinese automotive brand in the market.

Leading the future, Changan Automobile was due to showcase three major brands in the MENA region this September 2024.  We were tasked with bringing the global brand to the market (without the distributor) and positioning a Chinese brand thoughtfully within the local landscape.

With a solid presence already in the region for the past three years this was a strategic move by the global HQ to further localise the offering from a brand-first positioning to ensure strong ties with stakeholders, including policymakers and key government partners.

THE DELIVERY

To execute the brief we used Saudi Arabia as the anchor and launch pad for all communication and initiated the strategy with a robust event at The Hilton, in Riyadh, which welcomed over 200 VIP guests, including over 50 KSA media, 20 KSA influencers and eight GCC focused media who were flown in for the special evening.

With an exclusive interview with the President of Changan and Arab News, the scene was set and attendees were thereafter tasked with welcoming the global brand by creating unique content (editorial coverage and social coverage), for the Saudi market first to show the brand commitment to one of its strongest performing countries. Furthermore, we activated Changan Allies within the region that shared a united sustainability messaging.

These included the likes of sustainable property developer Zazen and its CEO, the CEO of Airwater, the sustainable atmosphere water tech company and Botim, the flagship product of Astra Tech and its CEO, all of whom welcomed the brand on their social media as a like-minded peer.

THE OUTCOME

  • Over KSA 50 media in attendance
  • Over 20 KSA influencers are in attendance
  • A robust guest list of over 200 VIP guests
  • Exclusive interview with Arab News and Changan’s President
  • Exclusive live viewing with Top Gear ME
  • 8 GCC media flown in
  • Media circulation of over 5 million in 24 hours
  • Tier titles including, Bloomberg KSA, Arabian Business Arabic KSA, Al Sabah, Ashraq Bloomberg and Lovin Saudi to name just five
  • Together with Changan, we will now activate the next three years of their communication in the market with Saudi first as its fast-growing country