Geely appoints INVNT to drive global launch, starting in Australia

Chinese automotive giant Geely Auto has appointed brand storytelling and experiential agency INVNT to lead the global launch of its first all-electric EX5 SUV.

INVNT secured the account following a pitch and has been tasked with shaping Geely’s brand narrative in Australia under the theme G’day Australia. The campaign will include the official launch event in Sydney on March 11, media drive experiences and technical training for Geely’s local network.

The launch of the EX5 marks Geely’s entry into the Australian market as Chinese electric vehicle (EV) brands continue to expand their footprint in the region. The company follows in the footsteps of rivals such as BYD and MG, which have gained traction with Australian consumers.

Li Lei, CEO of Geely Auto Australia, said the company was focused on making a strong first impression.

“The launch of the EX5 is a significant milestone for Geely Auto Australia as it marks the start of our relationship with the country and Aussie consumers,” Lei said. “We needed a partner who could bring this to life in an authentic way, and we are excited to partner with INVNT to deliver unique experiences to consumers, media and our network.”

INVNT’s managing director for APAC, Laura Roberts, said the campaign is about more than just launching a vehicle – but about establishing Geely’s presence in the Australian market.

“Australia isn’t just the starting line for Geely Auto’s global launch - it’s where the spark of something bigger begins,” Roberts said. “With Geely, we’re not just unveiling a car; we’re opening the door to a new era of human mobility, introducing Australians to a brand that’s set to redefine the road ahead.”

The campaign will be supported by a network of agencies, including Havas Host for creative and social, Havas Media for media, Dentsu for PR and influencer management, and Merkle for website and customer experience management.