ORA unveils new campaign to unlock the new era of EVs

Electric vehicle (EV) brand ORA has unveiled a new campaign "Unlock the new era of Ora" (解鎖新勢) to appeal to the next generation of car enthusiasts. 

This comes along with the launch of the brand-new ORA 07 model, demonstrating the balance of quality, functionality and compatibility of the ORA brand, aiming to become the market's most reliable and high-quality electric vehicle brand.

Done in collaboration with Hong Kong-based creative agency Branding Records, the comprehensive 360-degree campaign is executed for ORA's new 07 sedan model, elevating brand awareness and driving test drive registrations. 

Branding Records' strategic approach encompassed innovative social media content, a holistic test drive landing page, digital advertising, a high-profile launch event, and an immersive car showcase.

By combining strong storytelling with the creation of appealing visual assets, the brand wished to stand out in the local market and expand into the overseas automotive market.

Susanna Yip, marketing director, Greater China, Inchcape, said: "We are glad for this collaboration, crafting a compelling new narrative for their launch in Hong Kong. By combining strong storytelling with the creation of appealing visual assets, they enabled the brand to stand out in the market."

Jacopo Pesavento, CEO, Branding Records, said: "Riding the electrifying wave of Chinese EV innovation, we are excited to announce our latest collaboration with ORA, a pioneering EV brand that is rapidly expanding into the overseas automotive market. Furthermore, this partnership contributes to reshaping the global automotive industry, propelled by the rapid innovation of Chinese EV makers."

In recent years, the global automotive landscape has witnessed a significant shift with the rapid rise of Chinese electric vehicles (EVs). This is even more prevalent in China as the country has invested heavily in EV infrastructure, including extensive charging networks and substantial subsidies for both manufacturers and consumers. This has created a fertile ground for the growth of domestic EV brands.

In fact, six out of the world's top 10 battery makers are Chinese and 650,000 chargers were installed in China in 2022. Moreover, Chinese EV manufacturers are leading the way in integrating artificial intelligence and Internet of Things (IoT) technologies into their vehicles. These smart features aim to enhance the driving experience, providing real-time data, personalized settings, and seamless connectivity with other devices.

Alex Wu, president and CFO, NaaS, one of the largest growing EV charging service providers in China, said during an interview with CNTN Europe, that China still has a long way to go in developing EV infrastructure as there are only 13 million EVs in the country, when compared to 300 million vehicles in China. He added that China's EV charging infrastructure is expected to grow at about 50% in the next three to 10 years. 

MARKETING-INTERATCIVE has reached out to Branding Records for more information.

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