Strategy

Spearheaded by the new Steed dual cab, we set about renewing Great Wall’s commitment to the Australian market and expanding its dealer network. Our strategy was to create a shared agenda with the nation’s hardworking, no-fuss tradies and farmers who see beyond badge appeal and unnecessary ornamentation – and hero them.

Idea

To leverage the strength and durability of The Great Wall of China itself, and propose the idea that, in Australia, the sort of people who could build their very own Great Wall would be the sort of pragmatic, down-to-earth people who can now drive the new Steed.

Media

A completely integrated, digital, television , press and in-dealer campaign.

Feeling

I’m smart, savvy and resourceful. Why on earth would I spend $60,000 when all they want is ute that’s built to work!