1、The automotive market is experiencing a seismic shift,moving from combustion engines to electrification and mobility on a global scale.With this shift,new players have emerged and China undeniably has taken a clear leadership role in driving this transformation.Chinese brands have established undeni

2、able advantages.Their technological prowess in battery technology is well-documented.They possess a deep understanding of the evolving mobility ecosystem,shaped by a rapidly growing demand for intelligent features and customer-centric in-car experiences.Furthermore,they cater to a generation of digi

3、tal natives,adept at navigating online platforms and embracing technological change.However,translating these strengths into sustained overseas success requires careful consideration.Regulatory challenges,cultural nuances,diverse consumer preferences,and established competitor landscapes are just a

4、few of the hurdles on the road to global domination.To navigate this complex terrain,a comprehensive understanding of local market dynamics and a strategic approach are essential.This report is a collaborative effort from WPP companies,led by Ogilvy in collaboration with FGS,Wavemaker and amp.With o

5、ur experience in developing and managing global brands,as well as taking Chinese brands global in other categories,our goal is to equip Chinese EV brands with the knowledge needed to chart a course for long-term success.We have a long history of helping automotive companies generate brand and busine

6、ss impact.From defining a global marketing operation model to building a robust digital infrastructure,establishing trust through public affairs or effectively allocating media investment.I hope this easy-to-read document can serve as a guiding roadmap for navigating this electrifying new frontier.C

7、hris ReitermannCEO,Ogilvy APAC&Greater ChinaWelcome to Electrifying the Worlda Playbook for Chinese Auto Brands to Win Globally,an Ogilvy publication that sets out the most pressing global trends facing Chinese auto CMOs today,produced in collaboration with FGS,Wavemaker and amp.ForewordElectrifying

8、 the World An Ogilvy Playbook2ForewordContents#01 Overview#02 Global Learnings#03 Capability Insights#04 SummaryAppendix1.1 The Next Frontier in EVs1.2 Building a Global Auto Brand2.1 Global Brand Foundation2.2 Global Brand Management&Marketing Operations2.3 Global Digital Infrastructure4.1 The Road

9、 Ahead:Can Chinese EV Brands Achieve Global Dominance?3.1 Public Affairs3.2 Media Trends3.3 Influencer Marketing3.4 Sonic Branding-Service Offering-Agency Introduction-Contributors&ContactElectrifying the World An Ogilvy Playbook3Contents OVERVIEW OVERVIEW OVERVIEW OVERVIEW OVERVIEW OVER OVER-VIEW O

10、VERVIEW OVERV IEW#01 OVERVIEW OVERVE VIEW OVERVIEW OVERVIEW OVER-VIEW OVERVIEW OVER OVERVIEW OVERVIEW OVERVIEWOVERVIEW OVERVIEW OVERElectrifying the World An Ogilvy Playbook4AITO:From 0 to 1 in 18 MonthsAs the lead agency,Ogilvy,in collaboration with WPP sister companies,assisted AITOs brand develop

11、ment from scratch.Through audience insights,brand strategy,naming,digital experiences,and media strategy,we built a comprehensive brand presence for AITO.Overview:The Next Frontier in EVsThe automotive industry has rapidly shifted consumer perceptions of EVs,from regarding them as novelties to recog

12、nizing their value in sustainability,convenience,safety,and intelligent features.This transition extends beyond energy efficiency,as advanced technologies redefine the driving experience with enhanced intelligence and connectivity.However,the EV market may not see another revolutionary technological

13、 breakthrough in the near future,emphasizing the importance of brand premium once again.The ongoing price war is not just about production efficiency among auto brands;its also a test of brand value.Indeed,31 countries have already passed what experts have coined the EV tipping pointwhen 5%of new ca

14、r sales are purely electricaccording to Bloomberg Greenanalysis of EV adoption rates around the world.This critical point marks the beginning of widespread adoption,and signals a drop in the appeal of technological features among consumers,who will pay closer attention to new factors like customer e

15、xperience and brand reputation.Brand,scale,efficiencythese are foundational competitive elements of the traditional automotive industry and essential skills that Chinas new energy vehicles must gradually reintegrate.Consumers expect brands with enduring technological visions and distinctive value co

16、ncepts,attributes which clearly stand out amid similarity in features and prices.In the initial phases of competition,many Chinese new energy brands garnered attention by emulating Tesla and offering superior cost-effectiveness.As homogeneous competition intensifies,Chinese brands must establish the

17、ir unique brand narrative and value proposition that resonates with a global audience.Electrifying the World:An Ogilvy Playbook5#01 OverviewTESLA TOYOTAMERCEDES-BENZBMWPORSCHEBYDFORDAUDIHONDAFERRARI$67,662M$28,513M$23,978M$20,944M$16,144M$10,069M$9,110M$8,283M$8,036M$7,761M#1#2#3#4#5#6#7#8#9#10Chine

18、se auto brands strengthen alongside production growth,but the road ahead is still long.*BrandZ is a brand valuation methodology that uses financial analysis and consumer research to measure a brands ability to create future value and impact customer behavior.BYD is the only Chinese auto brand in Bra

19、ndZs 2023 Global Top 10 Auto Ranking.The global automotive industry is a cutthroat arena,but Chinese automotive brands are rising to the challenge.Their expertise in new energy vehicle technology has helped them expand their influence beyond the domestic market.But tech innovation alone wont win the

20、 racein a market where consumers view competing products as largely homogenous.Thus branding is essential to enable differentiation,build trust,command premium prices,foster customer loyalty,facilitate international expansion,streamline marketing efforts,and provide resilience during tough times.A s

21、trong brand is an invaluable asset that influences consumer choices and audience perceptions.Here are some key considerations for crafting a meaningful and impactful global brand within this sector:Articulate global ambitions and establish a sustainable brand platform with purpose and long-term comm

22、itments.Cultivate a consistent global identity while adapting to local market nuances and diverse audiences.Harness tailored global digital platforms for enhanced work efficiency and experiences that resonate.Foster trust and a positive reputation globally,with attention to local public affairs and

23、key stakeholder relations.Craft media approaches based on local behavioral factors for impactful results.Utilize influencer marketing to broaden target reach with diverse,authentic content for effective engagement.Define your sonic brand identityOverview:Building a Global Auto BrandElectrifying the

24、World An Ogilvy Playbook6#01 Overview AL LEARNINGSGLOBAL LEARNLEARNINGSGLOBAL LEARNINGS GLOBALLEARNINGSGLOBAL ARN-INGS#02 GLOBALLEARNINGS GLOBALLEARNINGSGLOBALEARNINGSGLOBALLEARNINGS AL LEARNINGSGLOBAL LEARNINGSRNINGSGLOBALLEARNINGSElectrifying the World An Ogilvy Playbook7Global BrandFoundation#2.1

25、 Presented ByElectrifying the World:An Ogilvy Playbook8#02 Global LearningsBUSINESSSTRATEGYSALESBRANDSTRATEGYM&ACSRFINANCEHRMKTGElevate the Brand StrategyA brand serves as the backbone of any global enterprise,aligning with its business strategy to shape company behavior and operations.Before all el

26、se,companies must address fundamental questions:What meaningful impact do we bring to the world?How do our actions benefit employees,customers,and governments?How can we embody a purpose beyond our products?The most successful brands transcend mere marketing;they serve as a central guiding principle

27、,grounded in tangible beliefs tied to overarching business goals.Crucially,they must be both distinctive and credible.A brand strategy is a comprehensive,long-term plan delineating specific goals and objectives for a brands development,positioning,and management.The brand strategy must be elevated a

28、nd aligned alongside the business strategy,as it guides and drives experience,culture,performance,and action across the entire company.Electrifying the World An Ogilvy Playbook9#02 Global Learnings/2.1 Global Brand FoundationA brand vision isnt just a lofty slogan.It needs to have beliefs associated

29、 with the broader business objectives,while being distinct and authentically credible.Long-term commitment and investment are important prerequisites to any brand-building journey.That is because in order to have an impact on a companys operations,the brand vision should aim to be permeated througho

30、ut the entire organization,breathing life into it through products,services,and employees,etc.In addition,a brand must earn and control the narrative,telling its story with sincerity and engaging in open dialogues with transparency,humility,and empathy.The goal is to integrate seamlessly into local

31、communities.Ogilvys Brand Operating System is a helpful tool to establish and operate global brands.Looking at three horizonsPlatform,Program,and Pulsethis system defines a brands purpose and architecture for the long term;drives mid-term brand impact and sales;and connects with communities and cons

32、umers daily in their environments.OGILVYS BRAND OPERATING SYSTEMThe brand strategy and platform Define the brand strategy,mission,vision and agenda.The brand platform and narrative are brought to life through the companys behaviors,culture,and master brand communications and experiences.What does th

33、e brand offer?At the Program level,the brand communicates about the value that its products or services can bring to key audiences.How does the brand pop up in the audiences world?“Pulses”insert the brand into external events,topical conversations and cultural moments.These tend to be short-term ini

34、tiative and experiences.PLATFORMImpact for yearsPROGRAMImpact each quarterPULSEImpact right nowDefine a Brand Vision and PlatformElectrifying the World An Ogilvy Playbook10#02 Global Learnings/2.1 Global Brand FoundationOptimize the Brand Architecture In the fast-paced,disruptive,and competitive lan

35、dscape of modern business globally,the strategic importance of brand architecture cannot be understated.At its core,brand architecture serves as the blueprint that underpins a companys entire brand portfolio,defining the relationships between various sub-brands,products,and services.Numerous Chinese

36、 companies have dedicated substantial resources to cultivating their brand identity within the domestic market.Yet,as they expand into the global arena,they encounter two significant challenges.First,key elements like vision and mission often lack integration across the organization.Second,companies

37、 grapple with translating these elements into cohesive and consistently managed platforms on a global scale.The brand architecture framework not only ensures coherence and consistency in messaging;it also cultivates trust,loyalty,and recognition among key audiences.By delineating the structure of a

38、brand ecosystem,brand architecture empowers companies to navigate evolving market dynamics with clarity and purpose.In essence,it is the cornerstone upon which a resilient brand foundation is built,guiding companies towards sustained success in an ever-changing landscape.OGILVYS BRAND ARCHITECTURE M

39、ODELElectrifying the World An Ogilvy Playbook11#02 Global Learnings/2.1 Global Brand FoundationW#02 Global Learnings/2.1 Global Brand FoundationElectrifying the World An Ogilvy Playbook12Global Brand Expression:HuaweiTRADE EVENTADVERTISINGRETAILDIGITAL PLATFORMTHOUGHT LEADERSHIPCSR-TECH4ALL#02 Globa

40、l Learnings#2.2 Global BrandManagement&MarketingOperationsPresented ByElectrifying the World:An Ogilvy Playbook13Establishing a Robust Brand Management Model for Global Success While brand building is a long-term endeavor involving all stakeholders,activating the brand to support business expansion

41、is indispensable.In the automotive sector,global business expansion involves diverse go-to-market strategies and sales ecosystems.This may range from direct retail ownership to collaboration with local retailers or reliance solely on importing,with variations across different markets.Consequently,es

42、tablishing a robust brand management model and system becomes essential to provide adequate guidance and support.An organizational structure and system must be established to facilitate brand activation across both headquarters and local markets.Global headquarters should formulate a comprehensive b

43、rand strategy,oversee global marketing assets,and provide centralized direction.Meanwhile,local markets should be granted entrepreneurial latitude to activate and innovate,leveraging insights from their respective regions.However,achieving a harmonious balance remains the primary challenge,as does f

44、ostering collaboration to optimize outcomes.In this section,we will explore different types of brand management models,including global and local role and budget allocation setups.Electrifying the World An Ogilvy Playbook14#02 Global Learnings/2.2 Global Brand Management&Marketing operationsGlobal v

45、s.Local Input in Brand Management Global brands must establish a system for marketingthat involves teams from all markets,allowing them to shareinformation and resources.Aclearprocessstrengthensthe global brand,ensures consistency and prevents conflicting messages.Brand teams must unite everyone wit

46、h an integrated go-to market plan.Roles and responsibilities need to be clearly defined,and local campaigns should align with and contribute to overall brand and business objectives.But its not about following global guidelines blindly.Whether a project is initiated by the organizations headquarters

47、,entirely steered by local teams,or delivered on a co-creation model,the output should reflect an understanding and respect for relevant local market culture and values.The following principles can provide guidance on real-life allocation of roles and responsibilities,but it is important to remember

48、 that there is no one-size-fits-all approach:Budget saving Communication con sistency Clear control Slow to market demands Inflexibility in local adaptationPROSCONS Balances local input with central direction High levels of consistency Flexible for local adaptation Lack of communication between the

49、development and execution teams Internal politics can emerge Speed and flexiblity within the local market Quick and simple decisionmaking Strong local market relevance Costs from inherent duplication Potential damage to brand coherenceCOMMAND CONTROLSTRONG HUBS,STRONG SPOKESLOCAL AUTONOMYPROSCONSBud

50、get savingsCommunication consistencyClear controlSlow to market demandsInflexibility in local adaptationBalances local input with central directionHigh levels of consistencyFlexible for local adaptationSpeed and flexibility within the local marketQuick and simple decision-makingStrong local market r

51、elevanceLack of communication between the development and execution teamsInternal politics can emergeCosts from inherent duplicationPotential damage to brand coherenceCOMMAND CONTROLSTRONG HUBS,STRONG SPOKESLOCAL AUTONOMYPROSCONSBudget savingsCommunication consistencyClear controlSlow to market dema

52、ndsInflexibility in local adaptationBalances local input with central directionHigh levels of consistencyFlexible for local adaptationSpeed and flexibility within the local marketQuick and simple decision-makingStrong local market relevanceLack of communication between the development and execution

53、teamsInternal politics can emergeCosts from inherent duplicationPotential damage to brand coherenceCOMMAND CONTROLSTRONG HUBS,STRONG SPOKESLOCAL AUTONOMYPROSCONSBudget savingsCommunication consistencyClear controlSlow to market demandsInflexibility in local adaptationBalances local input with centra

54、l directionHigh levels of consistencyFlexible for local adaptationSpeed and flexibility within the local marketQuick and simple decision-makingStrong local market relevanceLack of communication between the development and execution teamsInternal politics can emergeCosts from inherent duplicationPote

55、ntial damage to brand coherenceCOMMAND CONTROLSTRONG HUBS,STRONG SPOKESLOCAL AUTONONMYElectrifying the World:An Ogilvy Playbook15#02 Global Learnings/2.2 Global Brand Management&Marketing OperationsThe brand management model that suits your organization best will depend on a variety of factors,inclu

56、ding industry sector,business maturity,scale,global setup andresources.The principles provided here offer guidanceon real-life allocation of roles and responsibilities,as well as budget ownership,butagain,there is no one-size-fits-all approach.ROLESBUDGETGLOBAL Define priorities,framework and strate

57、gy Create ideas,assets and guidelines Set up the infrastructureLOCAL Localize or adapt the global ideas and asset upon Global approvalROLESROLESBUDGETBUDGETGLOBAL Creative operation foundations ATL(overall awareness)LOCAL BTL(customer comms)GLOBAL Creative operation foundations GLOBAL&LOCAL ATL(over

58、all awareness)LOCAL BTL(customer comms)LOCAL Creative operation foundations ATL(overall awareness)BTL(customer comms)GLOBAL Create idea,assets and guidelines Set up the infrastructureGLOBAL&LOCAL Codefine priorities,framework and strategyLOCAL Localize or adapt the global ideas and asset upon Global

59、 approvalGLOBAL Provide strategic direction based on local market insight and needs LOCAL Define priorities,framework and strategy with Global alignment Create ideas,assets and local guidelines with Global alignment Set up the infrastructure with Global alignmentCOMMAND CONTROLSTRONG HUBS,STRONG SPO

60、KESLOCAL AUTONOMYPROSCONSBudget savingsCommunication consistencyClear controlSlow to market demandsInflexibility in local adaptationBalances local input with central directionHigh levels of consistencyFlexible for local adaptationSpeed and flexibility within the local marketQuick and simple decision

61、-makingStrong local market relevanceLack of communication between the development and execution teamsInternal politics can emergeCosts from inherent duplicationPotential damage to brand coherenceCOMMAND CONTROLSTRONG HUBS,STRONG SPOKESLOCAL AUTONOMYPROSCONSBudget savingsCommunication consistencyClea

62、r controlSlow to market demandsInflexibility in local adaptationBalances local input with central directionHigh levels of consistencyFlexible for local adaptationSpeed and flexibility within the local marketQuick and simple decision-makingStrong local market relevanceLack of communication between th

63、e development and execution teamsInternal politics can emergeCosts from inherent duplicationPotential damage to brand coherenceCOMMAND CONTROLSTRONG HUBS,STRONG SPOKESLOCAL AUTONOMYPROSCONSBudget savingsCommunication consistencyClear controlSlow to market demandsInflexibility in local adaptationBala

64、nces local input with central directionHigh levels of consistencyFlexible for local adaptationSpeed and flexibility within the local marketQuick and simple decision-makingStrong local market relevanceLack of communication between the development and execution teamsInternal politics can emergeCosts f

65、rom inherent duplicationPotential damage to brand coherenceCENTRALizEDHYBRiDDECENTRALizEDBrand Management Model Selection and OperationElectrifying the World An Ogilvy Playbook16#02 Global Learnings/2.2 Global Brand Management&Marketing OperationsBecoming a Globalized Brand:Indicative Timeline Brand

66、 Management ModelIntegrated Marketing&CommunicationsBrand Foundation Development1st 2nd year3rd 4th year5th 6th year Global brand strategy and VI development Global digital strategy and ecosystem development Global social media strategy and development Internal communication and training Global flag

67、ship campaigns Digital ecosystem optimization Global media strategy Brand strategy refresh Marketing consolidation Global IMC campaign planning Content guideline and implementation Influencer marketing operations Social media operations Media planning and implementation Global brand and product camp

68、aign Regional and local key campaign Performance media operations Global IMC campaign activation Data optimization Lead gen and sales engagement optimization Marketing automated system operation Global to local Global brand guidelines and VI with local adaptation and activation Global HQ brand manag

69、ement Global media and production management Local activation Glocal Global brand management Media consolidation HQ flagship campaign tool kits Local activationElectrifying the World An Ogilvy Playbook17#02 Global Learnings/2.2 Global Brand Management&Marketing OperationsGlobal DigitalInfrastructure

70、#2.3 Presented ByElectrifying the World An Ogilvy Playbook18#02 Global Learningsx4.55 Online car sales are forecast to more than quadruple by 2031,reaching a$176.24 billion market value.87%of new EV buyers are open to fully buying online.Investing in digital platforms is vital for Chinese EV brands

71、aiming to expand globally.In todays digital age,the car buying journey often begins online,with over 90%of buyers researching online before purchasing,according to Google.While the need for prioritizing a digital-first approach is clear,Chinese EV brands face unique challenges in building effective

72、digital infrastructures:Distinct digital ecosystems:Expertise in Chinas domestic digital infrastructure doesnt translate directly overseas due to differences in digital landscapes,customer behaviors,and competitor environments.Multilingual and multicultural content management:Scaling content across

73、multiple languages and cultural experiences is vastly different from managing a single,unified domestic market.Catching up with rapid growth:Chinas unique product and technological advantages tend to lead to fast sales growth in the EV sector,presenting a double-edge sword,as manufacturers need to s

74、cale their digital infrastructure and its operation at a similar pace.In this context,we typically partner with Chinese EV brands around 3 key strategic imperatives:Picking the right battle:We map the user journey and identify the most impactful areas to focus auto brands digital investments.Embraci

75、ng AI:We leverage AIGC for global content management,both in creation,tagging,and optimization,to ensure consistency and efficiency.Agility over big bangs:We advocate for phased,agile solutions with high interoperability and scalability.This avoids hefty upfront costs and allows for rapid expansion

76、as the brand grows.Designing Value-Based Digital RelationshipsElectrifying the World An Ogilvy Playbook19#02 Global Learnings/2.3 Global Digital InfrastructureThe typical overseas digital ecosystem may seem overwhelming for Chinese EV brands that are used to“do-it-all”apps like WeChat.The first step

77、 is to pick the right battle:selecting where and how much to invest by considering the following:Target audiences preferences Business objectives(such as sales,awareness)Regulatory compliance Brand and product uniquenessFollowing the development of a strategic blueprint outlining the optimal interac

78、tion between websites,social media,search engines,and automotive verticals,we prioritize investment sequences.This ensures a streamlined customer journey,optimizing digital marketing efforts for seamless integration with CRM and dealer handover processes.This approach balances the need for immediate

79、 returns on critical investments with the capacity for future expansion.Powering Brand ROI with a Thriving Digital EcosystemElectrifying the World An Ogilvy Playbook20ConversionOfficialWebsiteOwned socialFacebookX,TikTokInstagramCampaignSites(Marketing)APP KioskOrder&ServicesCRM EDMBrandingMarketing

80、ServiceEcommerceLoyaltyAcquisition and trafficEarned media platforms (advocacy)Online platforms(advertising)Offline platforms(demos and sales)PAID MEDIA Reach+Visibility Lead GenerationEARNED MEDIAConversionAuto showTest driveCo-brandingMass mediaSponsorshipSEMMemberreferralDisplay mediaSocial paid

81、adsActivitiesSEOA.D.W.O.MAuto onlinereviewsSEM#02 Global Learnings/2.3 Global Digital InfrastructureDENZA:Leveraging AI to Manage Global Assets at ScaleChinese auto brands face a growing challenge:managing a vast,global pool of assets consistently across markets.This challenge spans both organizatio

82、n and operations.Luckily,technological solutions are available to overcome this issue.For example,DENZAa BYD-Mercedes luxury EV joint venturepartnered with WPP and NVIDIA to develop its next-generation car configurators.The collaboration involves using omniverse Cloud,a platform for industrial digit

83、alization applications,to streamline DENZAs intricate design and marketing process.This enables WPP to create a real-time,physically accurate digital twin of the DENZA N7 model by integrating design data with Universal Scene Description(a 3D interoperability framework)to achieve seamless workflow ac

84、ross disparate software tools.Combined with AI-generated content,these capabilities empower brands like BYD-DENZA to centrally manage global assets with greater efficiency.Auto brands also have huge success leveraging AI to proceed with the tagging of assets,which allows global users to find and re-

85、use existing assets more efficiently.Electrifying the World An Ogilvy Playbook21Watch:WPP Builds DENZAs 3D Car Configurator with NVIDIA Omniverse Cloud#02 Global Learnings/2.3 Global Digital InfrastructureEmbracing Flexible Solutions for SuccessElectrifying the World An Ogilvy Playbook22#02 Global L

86、earnings/2.3 Global Digital InfrastructureEV brands can significantly amplify their marketing effectiveness and better engage with global consumers by harnessing essential MarTech tools like Content Management Systems(CMS),Customer Relationship Management(CRM),and Customer Data Platforms(CDP):CMS en

87、ables brands to create tailored content for global audiences across digital platforms.CRM empowers EV brands to personalize communication,nurture leads,and cultivate lasting relationships globally,fostering loyalty and advocacy.CDP consolidates customer data to provide valuable insights into behavio

88、rs and preferences.Leveraging these insights enables EV brands to fine-tune their marketing campaigns,deliver targeted messages,and elevate the overall customer experience.To execute this plan effectively,it is crucial to identify the minimum viable product(MVP)and coordinate agile development with

89、multiple teams for deployment.This ensures a synchronized approach,seamless integration of tools,and swift adaptation to evolving consumer needs and market trends.Additionally,EV brands must validate,optimize,and iterate their products rapidly to maximize value creation under different marketing str

90、ategies.By continuously testing and refining their offerings,EV brands can ensure that they meet the evolving demands of consumers and remain competitive in the ever-changing automotive market.CRM,MACDPSOCIALCLOUDCMSSIGHTS CAPABILITYINSIGHTSCAPABILITYINSIGHTSCAPABILITY-INSIGHTSCAPABILITYINSIGHTSHTS#

91、03 CAPABILITYCAPABILITY AILITYINSIGHTSCAPABILITYCA-PABILITYINSIGHTS CAPABILITYIN-SIGHTS CAPABILITYINSIGHTSCAPABILITYINSIGHTSElectrifying the World An Ogilvy Playbook23The Policy Puzzle:Navigating Public AffairsPresented By#3.1 Electrifying the World:An Ogilvy Playbook24#03 Capability InsightsShiftin

92、g Gears for Public Affairs When expanding globally,careful attention to local public affairs is imperative for success,with special consideration required around trade dynamics,sustainability initiatives,and EV infrastructure development.One of the first steps to take before entering a new market is

93、 to perform an audit of bilateral trade relations.This may include tariffs andmarket entry barriers unique to each country,all of which are crucial to understand to ensure a seamless integration into a new foreign market.Sustainability issues must likewise be taken into consideration,both in terms o

94、f ensuring compliance with local sustainability regulations and adopting eco-friendly practicesappeal to environmentally conscious consumers.EV infrastructure remains sparse in many countries that have started to invest in decarbonizing their roads.Collaborating with local governments and organizati

95、ons to establish charging stations and support the transition to electric mobility should be another component of any outbound EV brand public affairs roadmap.In this section,we look at the areas Chinese auto brands should focus on when expanding to the high-potential markets like the EU,Mexico,Aust

96、ralia,Thailand,and Indonesia.#03 Capability Insights/3.1 The Policy Puzzle:Navigating Public AffairsElectrifying the World An Ogilvy Playbook25The EUs Tightening Grip on Chinese EVsElectric vehicles are a strategic pillar for the EU,crucial for its climate goals,industrial strength,and job creation.

97、However,in recent months,concerns have been mounting regarding Chinas excess EV capacity and its potential impact on European producers.In October 2023,the European Commission formally launched an anti-subsidy investigation which could lead to additional tariffs up to 20%on Chinese battery-electric

98、vehicles(BEVs)by July 2024,on top of existing 10%duties.Slower EV demand in the region(with car sales declining for the first time in 17 months at the end of 2023)could further exacerbate the perceived threat of cheaper Chinese EVs.We can expect European policymakers to consider new measures,includi

99、ng incentives and regulations favoring domestic EV producers.A recent approach adopted in France offering subsidies only to European-made EVs,for example,could inspire similar policies across the EU,as governments seek to shield domestic players and support their growth.EU production is the foundati

100、on of our societieswe need products,we need jobs.Our job is to protect strategic sectors of our economiesthats what keeps us out of bed.Martin Lukas Director of the European Commission30%20%10%-10%-20%0%2022/7/1-10.6%2023/12-3.8%Jul2022AugSepOctNovDecJan2023FebMarAprMayJunJulAugSepOctNovDecEuropes f

101、irst car sales decline in 17 monthsIncrease in newcar registrationDecrease in newcar registrationEuropean Automobile Manufacturers Association“”Electrifying the World An Ogilvy Playbook26#03 Capability Insights/3.1 The Policy Puzzle:Navigating Public AffairsEU:Key Challenges&ConsiderationsCOMPLIANCE

102、The European Unions Corporate Sustainability Due Diligence Directive,expected to be enforced by the end of 2024,would require Chinese EV manufacturers exporting to the EU to monitor their business operations and those of their partners and suppliers for environmental and social issues.Chinese EV man

103、ufacturers can also expect intensified attention in Western media on topics like supply chain management,data privacy and cybersecurity or intellectual property rights.About60%of the European Parliament is expected to be comprised of newly elected members come June 2024,injecting a dose of unpredict

104、ability into EU politics.EU ELECTIONSNew uncertainties loomfor EU-China relations as the 2024 elections to theEuropean Parliamentapproach.With many new,less experienced lawmakers about to take office,the political landscape is shifting.However,whileconservatives and nationalists expected to gain gro

105、und,the 2030 internal combustion engine ban will likely stay in place.Fostering a robust European EV industry and reducing dependence on China will remain strategic priorities for thenewly-elected legislature.And while the replacement of a few China-critical members in the Parliament might open door

106、s for a less confrontational approach,the extent of this shiftcurrently remainsunclear.DATA PRIVACY RULESFurther enforcement of the General Data Protection Regulation could represent another roadblock for Chinese EV makers operating in the EU,with more stringent data protection oversight within memb

107、er states.A few German car experts have already voiced concerns around data collection practices and potential security risks associated with Chinese-made vehicles.Electrifying the World An Ogilvy Playbook27#03 Capability Insights/3.1 The Policy Puzzle:Navigating Public AffairsMexico:Key Priorities&

108、ConsiderationsSATURATED PORTS AND IMPORT CHALLENGESThe surge in Chinese car imports to Mexico has led to congestion at key Pacific ports like Lzaro Crdenas,causing delays of up to 25 days and increased costs for brands.This trend underscores the need for infrastructure expansion and efficiency impro

109、vements in port operations.BUREAUCRACY IN PARTS IMPORTSImporting automotive components faces bureaucratic hurdles,especially for critical parts like motor components and materials in contact with CO2 gases.Vacancies in key import x2 In the first two months of 2024,the importation of Chinese-origin c

110、ars in Mexico doubled,reaching 73,554 units,which accounted for 48.2%of the new units that entered the country.WORKFORCE CHALLENGES AMID EXPANSIONMexico anticipates the opening of 250 new automotive dealerships over the next 18 months,with each requiring between 30 to 40 personnel.However,theres a s

111、hortage of skilled workers to meet this demand,highlighting the need for robust recruitment strategies and workforce development initiatives.This expansion represents an 11%increase from the current count of 2,300 new car sales outlets,with approximately one million individuals currently employed in

112、 the sector.authorization roles due to the impending change of government have led to delays,complicating supply to automotive companies.COMMERCIAL CHALLENGES AND LACK OF LOCAL PLANTSChinese car manufacturers in Mexico encounter obstacles due to the absence of a current free trade agreement between

113、the two countries,resulting in full import tariffs and affecting competitiveness.Moreover,the lack of local assembly plants impacts repair and spare parts availability.Plans by leading Chinese brands to establish local plants aim to mitigate these challenges and improve accessibility to parts.Electr

114、ifying the World An Ogilvy Playbook28#03 Capability Insights/3.1 The Policy Puzzle:Navigating Public AffairsAustralia:Key Priorities&ConsiderationsBUILDING TRUST THROUGH PARTNERSHIPWhat we see in Australia is apush-pull relationship withChinese EVs:whilethe rise of Chinese brands fosters innova-tion

115、 and job creation,itis also seen as havingthe potential to hinder Austral-ias own EV industry growth.Chinese automakers can alleviate some of these concerns by:Advocating greater collaboration on EVs that meet Australian industry fo-cus areas and requirements through joint R&D programs.Establishing

116、formal partnershipswith Australian authorities viaMoU,with the goal of sharing Chinas expertise in mining of critical minerals used for EV batteries and opening collaboration opportunities across the EV supply chain.MITIGATING CONSUMERS COST CONCERNS Price is among the top barriers to EV adoption fo

117、r Australian consumers.Amid perceived ambiguity around vehicle pricing for example,fluctuating financial incentives from the government,or the proposed New Vehicle Efficiency Standard(NVES)that would see certain models cost substantially more than they currently do Chinese automakers have an opportu

118、nity to position themselves as local corporate citizens,for example by working closely with local government in the transition of their public transport ecosystem from ICE to EV.ALLEVIATING RANGE ANXIETY Incentives such as tax credits and cash subsidies for EV purchases,as well asAustralian authorit

119、ies commitment to building a robust charging network across the country has diminishedbut not completely erasedone of the key concerns for prospective EV owners:autonomy range.Chinese EV brands can take the upper hand in this area by:Developing a myth-busting campaign that aims to address range anxi

120、ety,shifting from fear to empowerment,providing consumers the confidence that vehicle autonomy does not need to be an area for concern.Partner with venues where drivers park their cars for extended periods of time,such as shopping centers,andsetting up charging stations accompanied by relevant educa

121、tional materials and activities.Electrifying the World An Ogilvy Playbook29#03 Capability Insights/3.1 The Policy Puzzle:Navigating Public AffairsIndonesia:Key Priorities&ConsiderationsSUPPORTING EV POLICYUNDER NEW LEADERSHIPPresident Joko“Jokowi”Widodos ten years in office have seen strong investme

122、nt in the development of the domestic EV industry,with ambitions for Indonesia to become one of the top three producers of EV batteries by 2027.With newly-elected President Prabowo Subianto taking the reins this year,the overall policy direction around EV is expected to remain the same.However,the g

123、overnment is likely to face new pressures to ensure its bid to become an electric-vehicle hub presents enough economic benefits.A key priority for Chinese brands in this context will be to proactively engage No.1 Indonesia is the worlds largest producer of nickel,a crucial component in lithium-ion b

124、atteries,with a mined output of 1.8 million tonnes in 2023.in conversations with regulators and policymakers to own a place in Indonesias sustainable mobility goals,job and skills development,mining processes and supply chain and infrastructure development.DOUBLING UP ONINFRASTRUCTURE Insufficient i

125、nfrastructure is a key factor hindering the growth of the EV industry in Indonesia,as well as contributing to issues including traffic congestion,accidents,and air pollution.Here,EV makers have a chance to develop innovative charging solutions such as fast-charging stations or wireless charging tech

126、nology to facilitate broader EV adoption by the public.SHIFTING CONSUMERPERCEPTION Despite government incentives,consumer awareness and acceptance remain relatively low in Indonesia.Many are unfamiliar with EV technology,with concerns about the unpracticality of EV compared to conventional vehicles.

127、EV manufacturers can initiate educational programs to raise awareness about the benefits of EVs and promote sustainable transportation practices in the form of workshops,seminars or outreach programs in schools,and local communities.Electrifying the World An Ogilvy Playbook30#03 Capability Insights/

128、3.1 The Policy Puzzle:Navigating Public AffairsThailand:Key Priorities&ConsiderationsADDRESSING PM2.5 WOESAir pollution in Thailand resulted in around 2 million people seeking medical treatment in 2023,according to the kingdoms Health Ministry.This worrying health crisis has galvanized policy makers

129、 to invest in the EV sector to tackle toxic emissions,offering tax incentives and subsidies to accelerate the electrification of the countrys vehicle fleet.For Chinese EV brands,this is an opportunity to demonstrate how their production process for EVs and batteries contribute to cutting CO2 emissio

130、ns and improving air quality for every Thai consumer.By2023 Thailand aims to convert 30%of its annual production of 2.5 million vehicles into EVs,according to agovernment plan.SUPPORTING AMBITIOUSPOLICY GOALS At the end of 2023,Thailand pledged to invest$970 million by 2027 to establish itself as a

131、major production hub for EVs.Preferential measures have already successfully attracted Chinese carmakers such as BYD and Great Wall Motor,who have announced that they will invest$1.44 billion in new production facilities.To further differentiate themselves from competitors,as well as strengthen thei

132、r position as the go-to choice for prospective EV buyers,Chinese EV makers can benefit from expanding their footprint across the entire EV ecosystem.Some examples include:Showing their long-term commitment to the country by establishing Thailand as their innovation and design hub in Southeast Asia,r

133、ather than simply being an assembly and export destination.Developing compelling stories targeting potential EV buyers,addressing key concerns around pricing,autonomy and charging facilities,while reinforcing the positive impact of EVs on public health and the environment as a whole.Electrifying the

134、 World An Ogilvy Playbook31#03 Capability Insights/3.1 The Policy Puzzle:Navigating Public AffairsPresented By#3.2 Ad Dollars in MotionExploring Media TrendsElectrifying the World:An Ogilvy Playbook32#03 Capability InsightsEV adoption is far from a uniform journey across the globe.Factors including

135、consumer wealth,government incentives,sustainability goals,and local infrastructure investments significantly impact how readily regions embrace EVs.The complexity of thislandscape extends to the media itself.Even within regions,fragmentation reigns supreme,with neighboring countries sometimes exhib

136、iting stark differences in media consumption trends.At a consumer level,understanding the evolving needs of potential EV buyers is equally crucial.A recent PwC study shows that EV Prospects(people intending to buy an EV in the next 5 years)display regional variance in terms of demographics and mobil

137、ity,indicating different needs sought in a future EV.Considering behavioral factors like environmental consciousness,technology preferences,price sensitivity,and car usage patterns are thus essential to decide on an effective media approach for maximum impact.#03 Capability Insights/3.2 Ad Dollars i

138、n Motion:Exploring Media TrendsPowering Up Your Media Strategy in Todays Landscape Electrifying the World An Ogilvy Playbook33Key Challenges&ConsiderationsINFLUENCING PRE-DECISIONA significant portion of car buyers,67%in the premium segment and 54%in mainstream,already have a preferred brand in mind

139、 before they even begin the shopping process,according to a Wavemaker Momentum study involving over 1 million participants.This underscores the critical importance of robust brand building,especially for challenger brands entering the competitive EV market.67%of buyers have a strong idea which premi

140、um car brand they will choose before starting the buying process.EMBRACING DTC Auto advertisers are about to embark on one of the most significant transformations facing markets of any industry,as the dealership model is being replaced by a direct sales model where the dealerships act as a de facto

141、agency for the OEM(Original Equipment Manufacturer).The rapid shift to a direct-to-consumer model could generate greater advertising spend from auto brands,funneling customers into digital experiences to browse and shop before connecting them with a dealership for on-site needs.BREAKING THE MOLD The

142、 EV marketplace is getting more and more cluttered and competitive with legacy brands converting and emphasizing EV credentials,and challenger brands entering the market.Auto manufacturers have indicated they will be producing marketing campaigns aimed at supporting new launches,especially in the EV

143、 category.Even Tesla,long an advertising hold-out,has launched new initiatives aimed at communicating the brands features to consumers while simultaneously appeasing shareholders.Electrifying the World An Ogilvy Playbook34#03 Capability Insights/3.2 Ad Dollars in Motion:Exploring Media TrendsRegiona

144、l Spotlight#03 Capability Insights/3.2 Ad Dollars in Motion:Exploring Media TrendsLATAM Led by strong growth in Brazil and Mexico,the advertising market for the region is expected to grow 12.7%in 2024.Competition between Mercado Libre,Amazon and Walmart will drive retail media growth from less than$

145、1.0 billion in 2023 to an estimated$5.3 billion in 2028.OOH ad revenue enjoys a larger share in LATAM(7.6%in 2024)than the global figure of 4.0%.EUROPE In 2024,the three fastest growing media channels are expected to be retail media(15.9%),CTV(15.7%)and digital audio(13.5%).While TV growth in Europe

146、 will moderate,some Central and Eastern European markets show strong growth in linear TV,due in part to lagging development of CTV advertising.The regulatory and judicial scrutiny facing social media and video players is intensifying,and Europe maintains some of the strictest regulations in the worl

147、d.MEA Thanks to a generally young population,the region is seeing a rapid adoption of technology,with digital pure-play advertising projected to be the fastest growing channel in 2024.OOH is growing at a fast pace,fueled by the rapid growth of the expat population,particularly in the UAE.Connected T

148、V is a notable bright spot in the TV landscape,with projected growth in 2024 exceeding that of retail media.APAC APAC is the worlds second largest advertising market,following North America,with 54.4%of the regional total coming from China alone.The region boasts four of the 10 fastest-growing marke

149、ts through 2028 on a compound annual basis:India,the Philippines,Pakistan and Sri Lanka.In Australia,TV and internet still take the lions share of revenue with 83.4%of the overall market.In Thailand,OOH(including digital OOH)is expected to grow the fastest,after a 20.3%rise in 2023.Electrifying the

150、World An Ogilvy Playbook35Four Best Practices010302BE READY.Distribution and vehicles on the ground are essential prior to launch.It is yourbrand soBE DISTINCTIVE.Talking about sustainability in a sustainable category is only adding to the noise soBE UNEXPECTED.EV brands are widely seen as interchan

151、geable,and none particularly stands out inthe eyes of consumers so04BE GEO-TARGETED.EV marketing requires more effort on the offline media front soElectrifying the World An Ogilvy Playbook36#03 Capability Insights/3.2 Ad Dollars in Motion:Exploring Media TrendsBeyond the Algorithm:Building Authentic

152、 InfluencePresented By#3.3 Electrifying the World:An Ogilvy Playbook37#03 Capability InsightsBuying a car is a major decision and investment,and one that most consumers dont want to rush into.Increasingly diversified vehicle portfolios,rapid hardware and software innovations,and in-market regulatory

153、 considerations have added a level of complexity to what used to be a relatively long,yet fairly linear car buying process.Taking into account the fact that buying journeys today start on a smartphone,long before consumers even step into a physical dealership,the potential ofinfluencers to positivel

154、y impact awareness,consideration,and sales is massive.In a world where consumers have endless options at their fingertips,the“why”for investing in influencer marketing is clear.Influencers enable targeted reach(their organic following is often larger than a brands own platforms),create relevance(the

155、y speak the language ofthe brands target audiences,delivering content that resonates with their specific interests and needs),build trust and credibility(they have earned their audiences trust overtime through consistent,authentic content that strikes a stronger chord than brand messages)and act as

156、a bridge for engagement(they create direct connections with the passionate car community,fostering conversations about the brand).In this section,we explore the“how”,looking at the importance of building a diversified influencer base,and integrating influencer content seamlessly into your brands.#03

157、 Capability Insights/3.3 Beyond the Algorithm:Building Authentic InfluenceThe Influence Imperativefor Auto Brands$480bn Thats what the creator economy is projected to be worth by 2027,nearly double what it is today.Electrifying the World An Ogilvy Playbook38ConsumersTalentGatekeepersEmployeesCreator

158、sMedia figuresProfessionalsDiversifying Your Influencer Pool Influencers are the new word-of-mouth for the digital age,connecting with consumers with empathy and authenticityexactly what more traditional sectors like automotive need to break through the noise.However,we often see marketers hold onto

159、 the idea of the influencer archetype.The reality is,influencers come in many different shapes,just like potential car buyers profiles are highly-segmented.Not all influencers do the same job,each type having a different impact on your consumers.Think for example of how differently an A-list celebri

160、ty,car/tech expert or Youtuber will resonate with car shoppers.Another dimension of diversification lies in content formats.Gone are the days of relying on a monotonous stream of sponsored posts to drive awareness.To create real impact,your influencer strategy should tap into creative formats.Exampl

161、es include:Unboxingstyle car reviews Auto event vlogs Daily life product integrations Paid trips or experiences Commissioned highquality photographyTHE SPECTRUM OF INFLUENCE FOR AUTO BRANDSElectrifying the World An Ogilvy Playbook39#03 Capability Insights/3.3 Beyond the Algorithm:Building Authentic

162、Influence#03 Capability Insights/3.3 Beyond the Algorithm:Building Authentic InfluenceMARQUES BROWNLEE Content creator Influential tech creator Marques Brownlee helps simplifycomplicated tech solutions for a mass audience,and in recent years has become a prominent EV advocate.YouTube Followers:14MEn

163、gagement:6.8%Audience:45%USCERO WASTE CINDY Sustainability gatekeepers Cindy is a first-generation Mexican-American sustainability and outdoor adventurer influencer,advocating for renewable energy and zero waste.YouTube Followers:24.7kEngagement:8.4%Audience:84%MXPURI HIRANPRUECKCeleb car fan Thai m

164、odel,actor,and TV host Puri is a car enthusiast,often embarking on road trips with his family,providing great authentic storylines for multiple car models as an ambassador for Thailand.YouTube Followers:2.3MEngagement:2.59%Audience:75%THAMNA AL QUBAISI Car influencer Amna is a 23-year-old motorsport

165、 champion and the first Emirati female race car driver to win internationally.YouTube Followers:216kEngagement:5.75%Audience:83%UAESpotlight on VariousTypes of InfluencersAcross the Globe Ogilvy utilizes a world-leading tech stack to source influencers against both qualitative and quantitative crite

166、ria and assess the relevance of influencers for any given campaign.Based on analysis of over 5000+data points,InfluenceO consolidates that data into one,easily digestible score:the Oscore,accompanied by helpful context breaking down our selections.Electrifying the World An Ogilvy Playbook40#03 Capab

167、ility Insights/3.3 Beyond the Algorithm:Building Authentic InfluenceIntegrating Influencer Content for AuthenticityAs Instagram and TikTok become the new search engines,brands need to actively integrate influencer content into their marketing strategies and branded content to access relevant audienc

168、es and establish an authentic voice that drives engagement.There are 4 key steps that are critical to a successful integration:1.Selection SynergySelect influencers that share the same values as your brand and reflect your audience mix.Theycould be existing advocates or users of the brand for op-tim

169、al authenticity.2.Creative Co-creationWhenever partnering with influenc-ers,establish a strong brief with guid-ance on brand values,key messaging and desired outcomes,but trust that influencers know their audience and the platforms better than brands ever could.Give them creative freedom to create c

170、ontent they know works well for them to ensure it connects with consumers on a deeper level.3.Engage,Repost and Repurpose Brands should engage with influence content they are tagged in,with add-ed-value comments.Reposting influ-ence content on brand channels also encourages advocacy for followers an

171、d builds community.Finally,consider repurposing influence content across other marketing channels outside of social,adapting to brand logos and styling.4.Branded Content Partnership When creating branded content,invite influencers to star in your production,whether thats a video,website assets or po

172、dcasts.This will add credibility to your branded content.BMW successfully did this for the unveiling of their Vision Neue Klasse electric vehicle concept,collaborating with TikTok sensation Liam Carpenter to produce an exclusive short video on the platform.(See right)BMW partnered with German creato

173、r Liam Carpenter on TikTokElectrifying the World An Ogilvy Playbook41#03 Capability Insights/3.3 Beyond the Algorithm:Building Authentic InfluencePutting It All Together SOCIAL POSTBasic,low impact,and sometimesprovoke negativereactions from the audience when not integrated into authentic organic co

174、ntent.Thats why influencer selection is crucial,as isadding an interactive component(product offers or giveaways).EVENTBrands can invite influencers to attend car shows or new vehicle launch events.One of the deliverables for the influencer will be to cover their experience through creative stories,

175、and talking to on-site experts for increased brand empathy.CAR REVIEWAn unboxing-style car review featuring an influencer is a simple but effective way to generate views among car enthusiasts.This format allows the influencer to engage with their audience,show their authentic reactions and discuss d

176、etailed specs.ORGANIC INTEGRATIONOne of the most authentic ways to create content through influencers is to invite them to integrate your product into their everyday life.With the right influencer selection,this is a good way to reach different niche demographics.SOCIAL TAKEOVERHand over the reins o

177、f your brand social accounts to talented content creators to speak for your brand for a full-day takeover.With this format,influencers will create content,feature in live sessions,and engage your audience through Q&As.TRIP/EXPERIENCEGifting an influencer a trip using your vehicle is a chance to inte

178、grate your brand values and their audience in an organic way,while showcasing the potential of the car through a practical,real-life angle.Below is a selection of content types that brands can use when collaborating with diverse influencers.There is no cookie-cutter approach when it comes to content

179、 strategy,but key principles like influencer selection,co-creation,and interactivity always apply.Electrifying the World An Ogilvy Playbook42The Power of Sound:Crafting a Unique Sonic IdentityPresented By#3.4 Electrifying the World:An Ogilvy Playbook43Why Sonic Branding MattersSonic branding has evo

180、lved way beyond jingles,becoming a holistic approach.Now,sound defines a brand across all touchpoints,using melody,rhythm,timbre,and texture to create a unique sonic identity.While the basis of most sonic branding lies within a sonic logousually a 3-5 second melodic phrasethe best actors in this fie

181、ld are the ones that take this further to branded tracks,events sounds,and most importantly for the EV industry,UX/UI sounds.Given the competitive nature of the automotive market,brands should look to invest in a holistic sonic identity to further differentiate in the sector.Eliciting a multi-modal

182、experience for the consumer is more attainable for EV brands than their ICE counterparts,as their product innately has a silent implementation ready to be branded.The future of mobility isnt just about cars anymoreits about the software they run on.Thanks to AI and other tech advancements,the way co

183、nsumers experience cars is changing dramatically,and sound becomes even more crucial in this new era.It creates emotional connections,from the door chime to the cabin hum.These sounds are not just functional,theyre designed to evoke feelings and elevate the driving experience.Just as the engine roar

184、 once signified power,thoughtful soundscapes in EVs aim to create a desirable experience,transforming them from transportation tools into personal spaces.Software and sound work together to stimulate#03 Capability Insights/3.4 The Power of Sound:Crafting a Unique Sonic IdentityEVs,transforming them

185、from mere transportation tools into dynamic,personal spaces enjoyed by drivers everywhere.We believe to maximize the sonic branding opportunities for EVs,there are three brand considerations:All touchpoints are opportunities Flexibility is king Practicality shouldnt be ignoredBy considering the thre

186、e points above,brands can ensure they embark upon a strategic approach to sonic branding,investing in consumer experiences and relationships.“Automotive brands are in a unique position having an ability to evoke all five senses,ensuring a truly remarkable and unforgettable experience.Bjorn Thorleifs

187、son,Director of Research and Insights at ampElectrifying the World An Ogilvy Playbook44Sonic Branding:Key Considerations#03 Capability Insights/3.4 The Power of Sound:Crafting a Unique Sonic IdentityALL TOUCHPOINTS ARE OPPORTUNITIESEVs,with their inherently silent engines,present a unique canvas for

188、 sonic branding.They offer the potential to personalize the consumer experience through sound,while simultaneously amplifying brand awareness.No touchpoint should be left unbranded:engine hums,seatbelt warning sounds or welcome sounds played upon entering the car,all have the potential to belong to

189、a unique sonic identity while also creating a distinction between different driving modes.FLEXIBILITY IS KINGWhile comprehensive sonic branding requires covering all touchpoints,flexibility is equally crucial.A well-crafted identity should maintain brand voice while adapting to different contexts.Ju

190、st as car models evolve with new features,a well-crafted sonic identity can create distinct moods(think calming for commutes,invigorating for weekend drives)while staying true to the brand essence.This flexibility is essential to ensure a seamless experience that complements visual branding and elev

191、ates the overall journey.DONT IGNORE PRACTICALITY Creating a flexible sonic identity goes beyond just pursuing creativity or distinctiveness.The key lies in practicality and enhancing the driving experience.Effective sonic branding for EVs requires balance.Sounds should not just amplify brand messag

192、ing,but also intuitively represent the action taking place.Research from 2019(Earcons)supports this:it found that premium branded sounds were 20%more likely to be associated with the correct action and increased user experience by 50%compared to generic sounds.Additionally,users preferred a suite of

193、 sounds for different actions over repetitive use of the same sound.This is why having a holistic sonic identity is not only beneficial but also imperative for EV brands,considering the quantity of silent touchpoints available for branding.Electrifying the World An Ogilvy Playbook45Successful Sonic

194、Branding in Action#03 Capability Insights/3.4 The Power of Sound:Crafting a Unique Sonic IdentityReady to crank the volume on successful sonic branding?Here,we look at a best-case example from BMW.For the launch of their i4 model,BMW partnered with Hollywood composer Hans Zimmer to create“My Modes”f

195、ive unique driver-chosen soundscapes for the car interior.Each mode comes with distinctive sound worlds,enabling a particularly intense interaction between the driver and the vehicle.For instance,the Comfort My Mode provides a calmer,more relaxed noise.Sport mode creates a more exciting noise,design

196、ed to convey the response of the electric motors.This innovative approach to the in-car sonic ambiance demonstrates how brands can use sound to personalize the driving experience.Watch:BMW IconicSounds Electric,an innovative partnership between BMW and Hans ZimmerElectrifying the World An Ogilvy Pla

197、ybook46RYSUMMARYSUMMARYSUMMARYSUMMARY RYSUMMARYSUMMARY ARY#04 SUMMARYSUMMARY SUMMARYSUMMARY MARYSUMMARYSUMMARY SUMMARYSUMMARYSUMMARYARYSUMMARYSUMMARYElectrifying the World An Ogilvy Playbook47The Road Ahead:Can Chinese EV Brands Achieve Global Dominance?The future is electric,and Chinese innovation

198、is at the forefront.But the success of Chinese EVs on a global scale hinges more on their ability to translate domestic dominance into a well-defined,adaptable brand strategy than on their technological advance and manufacturing agility.As evidenced in other categories,the journey from domestic succ

199、ess to global leadership is by no means easy.Unlike conquering the home market,global expansion requires patience,strategic investment,and acute local insights.Building trust and fostering positive brand perception internationally will be a key priority for Chinese manufacturers with global ambition

200、s,particularly as scrutiny around foreign EVs around the world continues to intensify.Public affairs,media relations,and influencer marketing all play critical roles in cultivating a brand persona that resonates with stakeholders at all levels,from consumers to government bodies and local industry p

201、artners.To create a strong emotional connection with overseas buyers,Chinese auto brands also need to focus on tailoring customer experiences to local habits and preferences,which often requires building a completely new digital architecture,and establish partnerships with key tech players in each t

202、arget continent or even market.Can these Chinese EV champions achieve global dominance?The potential is undeniable,but success will depend on their ability to adapt,build trust,and invest strategically for the long haul.In this playbook,we explored the following key focal points to guide you in your

203、 journey:Use influencer marketing to expand your reach 06Establish a sustainable brand platform01Cultivate a consistent brand identity02Harness tailored global digital platforms03Define your sonic brand identity07Foster trust and positive reputation04Craft a behavioral-based media approach05Electrif

204、ying the World An Ogilvy Playbook48#04 Summary Appendix Service Offering IntroductionInitial Phase of Brand ExpansionGlobal Brand PlatformGlobal Brand Management ModelLocal Market Brand Build UpBuilding a Global Brand Strategy and Platform as a Blueprint Directing the Brand Development in All Market

205、sEstablishing a Global Brand Management Model Guiding Team Collaboration and Brand Behavior Across All MarketsService TypeService OfferingBrands NeedNavigating the Brands Market Entry StrategyActivating a Brand in a Particular Region/Market Brand&Strategy Brand Acquisition Management Brand Entry Str

206、ategy Commercial Opportunity Assessment Commerce Strategy PR Public Affairs Strategy&Support Media Media,Competitive and Consumer Landscape Analysis Brand&Strategy Brand Platform&Strategy Development Brand Architecture Management CI/VI Development Brand Platform Launch Planning&Activation PR Employe

207、e Enablement Engagement Media Full Funnel Media Strategy&Execution Brand&Strategy Brand Management&Operational Model Development Brand Campaign Development&Implementation Brand Content Hub Setup PR Crisis Management Media Management Brand Reputation Management Digital Experience Global Digital Infra

208、structure Development Dealer/Retailer Strategy Global UX/UI/Sonic Experience Commerce Full Funnel Activation Social and Digital Platform Operation Media Full Funnel Media Activation&Sustain Brand&Strategy Local Insight&Research Brand Strategy Brand Localization CI/VI Adaptation Local Campaign Launch

209、 PR Crisis Management Media Management Brand Reputation Management Digital Experience Digital/Social Platform Presence&Management Commerce Presence&Operation Media Media,Competitive&Consumer Landscape Analysis Full Funnel Media Plan,Activation&SustainElectrifying the World An Ogilvy Playbook49Feel f

210、ree to reach out to Janet Tsai to further discuss any of the findings in this playbook and start a conversation around your business.KEY CONTRIBUTORSAlex AltmanGlobal Client President,Global B2B Lead,WavemakerJames BaldwinHead of Influence,Ogilvy PR,APACAngela ChouManaging Director,Ogilvy South Chin

211、a Rebecca EisertManaging Director,Crisis and Special Situations,FGS GlobalEdward FallSenior Client Partner,WavemakerGregor FeiselManaging Director,Wavemaker GermanyDirk FrommChief Client Officer,Wavemaker GermanyJenny GaoSVP Strategy,Brand Planning,Ogilvy ShanghaiCesar HolguinChief Strategy Officer,

212、Ogilvy MexicoJoachim KoschnickePartner,FGS GlobalEmily PoonPresident,Ogilvy PR,APACMartin ReiherHead of amp AsiaChris ReitermannPresident,WPP China&CEO,Ogilvy APAC&Greater ChinaJanet TsaiGlobal Lead,China Brand Practice,OgilvyJack YinPresident,Ogilvy One,ChinaKEY CONTACTJanet TsaiGlobal Lead,China B

213、rand Practice,OgilvyJanetCL.TsaiOAppendix Contributors&ContactEDITORIAL TEAMMichael EvansEditor,Ogilvy BeijngJennifer GaoAssociate,Marketing&Communications,Ogilvy ChinaIvy PengManager,Marketing&Communications,Ogilvy ChinaMathilde VeyratManager,Communications,Ogilvy APAC&ChinaElectrifying the World A

214、n Ogilvy Playbook50Driven by a mission to inspire brands and people to impact the world,Ogilvy has been creating iconic,culture-changing,value-driving ideas for clients since David Ogilvy founded the company in 1948.Ogilvys experts in Advertising,Customer Relationship Design,Public Relations,Health,

215、and Consulting work fluidly across over 120 offices in nearly 90 countries to bring forth world-class creative solutions for clients.We positively provoke growth for our clients and our people.We shape your consumers brand decisions and experiences through media,content and technology.With one strea

216、mlined service offer:Client Leadership Client Growth and Development,Insight and Communications Strategy,Media planning and buying,Effectiveness and ROIConsultancy Specialist consultancy services across Content,Data and Analytics,eCommerce,Effectiveness,Precision,Product Solutions and TechnologyActi

217、vation Outcome-based activation and deployment for investment,inventory solutions,Search,Social and Programmatic.In every corner of the globe:88 Countries,120 Offices,7000+People$13 billion billings and part of Groupm.FGS Global is the strategic advisor for the stakeholder economy.Headquartered in N

218、Y,the firm is a global strategic advisory and communications consultancy,with over 1200 multidisciplinary experts across the worlds major financial,government,business and cultural centers.amp is the worlds leading sonic branding company.Utilizing its award-winning Sonic DNA design approach and AI-f

219、ueled Sonic Hub Ecosystem,amp creates holistic sonic identities for global brands.Leveraging sound,voice,and music,amp builds authentic connections for brands across audible touchpoints,cultures,and audiences.With a diverse portfolio of clients,including Mastercard,Mercedes-Benz,Deloitte,Zurich Insu

220、rance,Uber,Klarna,and Kraft Heinz,amp creates and implements 360 sonic experiences and assets.Appendix Agency PartnersElectrifying the World An Ogilvy Playbook51PAGE 5“Electric Cars Pass the Tipping Point to Mass Adoption in 31 Countries”,Bloomberg,March.2024|LINK PAGE 6Brand Finance Automotive Indu

221、stry 2024,Brand Finance,Feb.2024|LINKPAGE 19Online car sales worldwide,Statista,Dec.2023|LINKPath to EV Adoption:Consumer and Dealer Perspectives,Cox Automotive,June 2023|LINKPAGE 21“DENZA Collaborates With WPP to Build and Deploy Advanced Car Configurators on NVIDIA Omniverse Cloud”,NVIDIA,Aug.2023

222、|LINKPAGE 26“Who is really watching over trade enforcement?Or how to defend open trade fairly”,European Commission Trade-off Podcast|LINK“Europe Car Sales Drop in December Led by EV Slump”,Bloomberg,Jan.2024|LINKPAGE 27“Which MEPs will stay on after the 2024 EP elections?”,EU Matrix|LINK PAGE 28“Imp

223、ortacin de vehculos chinos se duplica y trae varios desafos logsticos”,El Financiero|LINKPAGE 30 Indonesias nickel mine production,Statista,Feb.2024|LINKPAGE 31“Is Thailands Clean Air Act enough to end pollution?”,DW,Jan.2024|LINK“Thailand approves incentives for companies transitioning to EVs”,Reut

224、ers,Feb.2024|LINKPAGE 34Wavemaker Momentum Proprietary Data,Wavemaker,2023PAGE 35This Year Next Year:2023 Global EndofYear Advertising Forecast,GroupM,Dec.2023|LINKPAGE 38“The creator economy could approach halfatrillion dollars by 2027”,Goldman Sachs,Apr.2023|LINKPAGE 41“#THEVisionNeueKlasse gets its toughest review yet.”,BMW TikTok,Sept.2023|LINK PAGE 44“Amplify:The Sound of Branding”,amp,2022|LINK Electrifying the World An Ogilvy Playbook52Appendix Electrifying the World An Ogilvy Playbook53