The PHA Group has been appointed by car manufacturer, JAECOO, to work on its UK launch.
The brand is a subsidiary of China’s biggest passenger car exporter, Chery Automobile.
PHA will handle its digital strategy across social, paid search, influencer and creative.
This will focus initially on the debut of its JAECOO 7, premium mid-size SUV, primarily on Meta and Youtube.
“Rather than the traditional commissioned collaboration model, we prefer to establish a more open and mutually beneficial partnership with our collaborators,” explained Lindsay Yin, Omoda & Jaecoo UK brand team’s Digital Marketing Supervisor.
“We are highly receptive to exploring new creative ideas and strategies that are better aligned with the UK market, working together with The PHA Group to turn them into reality. Our brand team is young and dynamic, and we are eager to push boundaries in digital marketing, a key reason why we are excited to work with PHA. Of course, the foundation that allows us to take this bold approach is the competitiveness of our vehicles, which meet the market’s expectations for an off-road SUV.”
At the centre of the strategy is the “Earning Our Badge” narrative, the notion that “Badges aren’t bought. They’re earned.”
This was supported by England and Harlequins rugby legend, Chris Robshaw, who has partnered with the brand to be their first ever ‘Mr. J’.
“JAECOO and The PHA Group share many of the same values, and we are thrilled to have partnered with them on their digital launch to the UK market. With an exciting programme of activity ahead, we look forward to working together and earning our badge,” added Shelley Frosdick, Group Managing Director at The PHA Group.
