OBJECTIVE:

The objective of this campaign is to address the challenge of positioning BYD Automotive as a brand
renowned for its unparalleled expertise in electric vehicles and as an innovator in next-generation EV
advancements within the industry. Despite BYD's reputation for reliability, there exists a need to
enhance consumer trust through transparent communication about the rigorous testing and quality
control measures employed. Additionally, BYD must effectively differentiate itself from competitors
by emphasizing its competitive edge in performance and features, showcasing the value proposition
that it offers more than any other brand in the market at a less premium price point.

Background:
BYD, or "Build Your Dreams," is a Chinese multinational known for its pioneering role in the electric
vehicle (EV) industry since the early 2000s. It stands out for its vertical integration strategy,
manufacturing key EV components in-house such as batteries and electric motors, ensuring quality
control and cost efficiency. BYD's heavy investment in research and development drives innovation in
EV technology, particularly in battery advancements. Renowned for its lithium iron phosphate
(LiFePO4) batteries, BYD leads in battery technology, offering high energy density and safety
features. This expertise translates into EVs with superior range, performance, and durability.
Collaborations with tech firms such as Huawei and automotive manufacturers further enhance BYD's
technological edge. Overall, BYD's combination of early entry, vertical integration, R&D focus,
battery leadership, and strategic partnerships solidifies its status as a highly technology-efficient EV
company.

SUCCESS MEASURMENTS.
Using these key attributes the main objectives that should be measured on the following:

1. Establish Brand Recognition: Increase recognition of the BYD Automotive brand among
target audiences, ensuring it becomes synonymous with expertise and reliability in electric
vehicles.
2. Educate Consumers about BYD's Expertise: Inform consumers about BYD's extensive
experience and leadership in the electric vehicle industry, showcasing its pioneering
advancements and innovations.
3. Increase Market Presence: Expand BYD's presence in the electric vehicle market, penetrating
new segments and demographics while maintaining loyalty among existing customers.
4. and would help increase the social media engagement by 40%, traffic by 30% and sales
should increase by 10%.

TARGET AUDIANCE:

Demographic Segmentation.
  Age. Millennials and Gen Z are significant targets due to their
environmental consciousness and tech-savviness. BYD offers sleek
designs and connected features for these segments.
 Income Level. BYD offers a range of price points across categories,
targeting both budget-conscious buyers and those willing to pay more
for premium features.
 Family Size. Larger families with specific needs are catered to with
spacious SUVs and MPVs designed for comfort and safety.

Psychographic Segmentation.

 Environmental Consciousness. BYD emphasizes its sustainability

features and commitment to green technology, appealing to
environmentally conscious consumers.
 Technology Adoption. Early adopters and tech enthusiasts are targeted
with cutting-edge features and futuristic designs.
 Lifestyle Preferences. Active lifestyles are addressed with rugged EVs
for outdoor adventures, while urban professionals are offered stylish
and efficient city cars.

Behavioural Segmentation.

 Driving Habits. Daily commuters receive tailored offerings like fast

charging options, while long-distance travellers are targeted with
extended range models.
 Brand Loyalty. Existing customers are offered loyalty programs and
upgrade options, while new audiences are targeted with attractive
incentives and test drives.
 Price Sensitivity. Budget-conscious buyers are targeted with affordable
models, while those willing to pay a premium are offered exclusive
features and higher performance.
 Charging Infrastructure Preferences. BYD caters to home charging
preferences with wallboxes and partnerships with charging networks,
while also addressing public charging needs with compatible fast-
charging technology.

Target Audience & Insights

BYD's vertically integrated approach ensures top-notch quality. The Blade Battery Advantage offers
safety and performance edge. Their commitment to 'Technology for Everyone' democratizes
innovation. BYD's sustainability efforts make them an eco-leader. Continual innovation drives BYD's
future-focused vision

Mandatories:

1. Accuracy of Claims: Ensure all performance, safety, and environmental claims are accurate
and substantiated, with clear disclaimers for conditional offers.
2. Transparent Pricing: Clearly state full prices, including taxes and fees, and define terms for
discounts and special offers.
 3. Safety and Environmental Standards: Adhere to local and international safety and
environmental regulations, providing verifiable data for all related claims.
4. Financial Disclosure: Clearly disclose APR, lease terms, and other financial details,
complying with relevant consumer credit laws.
5. Legal Review: All advertising materials must be reviewed and approved by BYD
Automotive’s legal team to ensure compliance with all relevant laws and standards.

Media & budget Considerations:

Content Creation: $1000,000

Social Media Advertising: $200,000
Influencer Partnerships: $200,000
Miscellaneous (website updates, email marketing tools, etc.): $50,000