Chinese EV brand BYD has emerged as one of the fastest-growing car manufacturers in Australia, following a data-led, culturally embedded campaign by media agency Yango.
Launched into a crowded market in early 2023, BYD sought to sidestep traditional advertising models.
“We were trying to cut through an industry that had remained largely unchanged for nearly a century,” said BYD head of marketing, Kate Hornstein.
“We didn’t want a cookie-cutter approach. We wanted a partner who thought differently, and Yango brought that.”
The campaign rolled out in three phases.
The first, dubbed "The Whisper", used custom research and exclusive Carsales data via Audience360 to identify and reach early tech adopters at key moments in the buying journey.
The strategy focused on reducing comparisons and driving direct enquiries, largely through digital and OOH placements.
The next was “The World’s Biggest Test Drive”, which focused on conversion.
It used prominent homepage takeovers on platforms like Drive and Nine and led to more than 1,400 test drives booked in a single day, marking a turning point in sales.
Phase three focused on cultural relevance.
BYD embedded its message in high-profile sporting events like State of Origin and the Australian Open, using OOH, tram wraps and guerrilla placements to sidestep sponsor restrictions. The launch of the SHARK 6 Ute targeted arterials and commuter routes to reach the ute-buying audience.
“We needed to prove we understood Australian needs,” said Yango senior media manager Dylan Sargant.
“So we put the brand in the heart of Aussie culture, whether that was footy finals, Melbourne trams, or morning radio.”
BYD expanded from a single model to a full range, requiring sharper segmentation.
“My first brief to Yango was about identifying high-value audiences,” said Hornstein.
“Every car was a new acquisition strategy. It wasn’t just about tech lovers, it was families, luxury intenders, ute buyers. We needed a nuanced approach.”
Sargant said the team was confident in its targeting.
“Once we got people into the car, the conversion rate was high,” he said.
“Our job was to find them efficiently, whether that was a Carsales search, a Facebook scroll, or watching State of Origin.”
Despite a lean budget, the campaign delivered sizeable returns:
- Brand awareness rose 250% year-on-year (14% to 35%)
- Website traffic increased 209%
- Market share rose from 1% to 1.7%, making BYD the 12th-largest car brand in Australia YTD
- BYD became the second-largest EV brand in Australia, with 14% of the segment
- It led PHEV sales with 27% market share in seven months
- Sales grew 362% YoY, with more than 25,000 units sold in under two years
“We always knew the car would sell, it’s a brilliant product,” said Hornstein.
“But to achieve that kind of brand lift with a lean budget? That’s a major win.”
BYD also simplified the path to purchase, introducing a three-click online buying model and reducing product complexity. Its earned media strategy included journalist test drives and a media tour to China.
The launch of the SHARK 6, Australia’s first plug-in hybrid ute, targeted a major market segment.
“Utes are traditionally seen as petrol-hungry and dirty,” said Hornstein.
“We brought in a sustainable plug-in hybrid that drives like a sports car but works like a ute. And we told that story through trusted media voices and high-impact placements.”
Sargant, who comes from a performance marketing background, said the campaign succeeded by blending precision with cultural intelligence.
“We had to be disruptive, data-led, and culturally smart. And we had to be nimble enough to react to market moments. It’s been incredibly rewarding.” he said.
Hornstein said by virtue of BYD’s fast moving nature, agility and strategy is key to any advertising campaign.
“And we’ve built something that’s both effective and scalable,” she said.
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