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INEOS Automotive Debuts 'Built For More' Campaign, Showcasing Grenadier 4X4 Globally
London, 18th June 2024 – INEOS Automotive has launched its first brand advertising campaign, "Built for More," introducing the award-winning Grenadier 4X4 to a global audience. The multi-channel activation spans television, print, social media, outdoor media, and on-demand video streaming. The campaign debuts in the UK and will rapidly roll out in Germany, North America, and Australia before reaching over 45 markets globally.
Lynn Calder, CEO of INEOS Automotive, stated, "Built for More is a call to drivers to get off their sofa, break free from the confines of digital devices and embrace what the outdoor world has to offer. The Grenadier is a go-anywhere 4X4, engineered to world-class standards and literally built for more of what the world has to offer."
The campaign aims to reach 400 million adventure-oriented adults with placements focused on high-profile sporting events such as UEFA EURO fixtures, the Summer Olympic Games in Paris, and Formula 1 Grand Prix. This strategy aligns with INEOS's support for sports teams and events.
Wonderhood Studios conceived and created the "Built for More" brand platform. Wavemaker is responsible for the worldwide media buying strategy and launch plan. This is Wonderhood Studios' first project since being appointed INEOS Automotive’s retained global creative agency.
Since its launch, the Grenadier has been joined by the Quartermaster, a double-cab pick-up variant. In February 2024, INEOS introduced a third vehicle line called the Fusilier. The Fusilier offers two powertrain options: a range-extender using a low-emission petrol engine to charge the electric battery when external charging isn’t available, and an all-electric version.
Lynn Calder added, "The Grenadier has already been embraced by off-road adventurers and enthusiasts. We are excited to now introduce our 4X4 to a wider global audience. We are the first European OEM to launch at scale this century, so we took our time to ensure production, build quality and a global aftersales network was in place before we took this step."
Creative and Media Partners
Wonderhood Studios’ social-first content studio, Wonderhood Makers, is responsible for strategy, community management and engagement across all social channels. Wonderhood Design will work closely with INEOS Automotive’s in-house team to refresh the brand’s global visual identity.
Guy Hobbs, Executive Creative Director at Wonderhood Studios, commented, "We fell in love with the Grenadier so it’s very exciting to be launching this bold new campaign. This project has a perfect Wonderhood shape, crossing all our studios to show what happens when you draw all these disciplines together."
Wavemaker UK has a long-standing relationship with INEOS. It was appointed as the media agency for its Hygienics brand in March 2022. Isobel Mooney, Managing Partner at Wavemaker UK, said: "It’s been brilliant to take the wheel on INEOS Automotive’s media launch. The brand puts the focal point on ‘adventurous’ in its products and campaigns."
About INEOS Automotive
INEOS Automotive Limited was formed in 2017 when Jim Ratcliffe identified a gap in the market for an uncompromising 4X4 engineered for modern-day compliance and reliability. The Grenadier combines rugged British spirit and design with German engineering rigour. In 2023, a double-cab pick-up variant called the Quartermaster was launched. In February 2024, the Fusilier was unveiled with two powertrain options: an all-electric version and a range-extender electric.
About Wonderhood Studios
Wonderhood Studios has been tasked with creating a long-term global brand platform along with an above-the-line campaign for INEOS Automotive. Wonderhood Makers handles strategy, community management and engagement across all social channels. Wonderhood Design will refresh INEOS Automotive’s global visual identity.
About Wavemaker UK
Wavemaker UK will manage the "Built for More" multi-market campaign starting in Q2 2024. It will also trigger immediate lead generation activity globally. Wavemaker's global network provides localised knowledge via industry-leading tools and research.
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