CHALLENGE
GEELY sought to make a bold entry into the Australian market with the launch of its new EX5 model. Following a series of successful pre-launch activities, the brand required a distinctive and immersive experience to cement its presence and captivate key stakeholders. The challenge extended beyond spectacle—it encompassed flawless media and dealer engagement, ensuring full attendance, seamless event delivery, and effective brand storytelling. Critical to success was the execution of a comprehensive drive programme that not only demonstrated the EX5’s full range of features, but also left a lasting impression on both media and guests.

INSIGHT
Luna Park Sydney’s iconic Big Top offered a unique creative opportunity—an expansive, unconventional venue capable of hosting an ambitious 360-degree brand experience. INVNT recognised that combining this location with immersive projection mapping would deliver a landmark launch, the first of its kind for an automotive brand at this site. Insights into media expectations underscored the importance of a premium, tightly-curated experience—where every element, from catering to merchandise, reflected the EX5’s innovation. A strategically designed test-drive route would need to do more than move guests from A to B; it had to tell a compelling product story, spotlighting features such as regenerative braking, adaptive cruise control, and charging ease in real-world conditions.

IDEA
INVNT brought the EX5 to life through a multi-layered brand experience that positioned GEELY as a forward-thinking player in the automotive space. At the heart of the campaign was a visually stunning launch event held at the Big Top, where more than 350 guests were immersed in a 360-degree projection experience designed to stir excitement and curiosity. This high-impact event was supported by a meticulously executed media programme, including a multi-stage test-drive journey through urban, coastal, and highway environments, tailored to showcase the EX5’s advanced features and smooth performance.

Mr Lei Li, CEO of Geely Automotive Australia, shared, “Innovation is in Geely’s DNA and drives all our decisions when creating extraordinary experiences for our customers. Our partnership with INVNT allowed us to translate this into a unique even proposition to introduce the brand and present the EX5 to our partners in a way that showcased our commitment to innovation and the future of automotive design.”

Every touchpoint—from premium catering and curated merchandise to faultless logistics—was carefully considered. The result was a unified, compelling campaign that made an indelible impression, firmly establishing GEELY’s innovative credentials in the Australian market.