Automobile manufacturer GWM has launched a campaign, created by independent agency The Hallway, promoting the fully electric Ora EV, as a sponsor of the Melbourne Fashion Week (M/FW) 2023.
"We know the vehicle is the ultimate statement in defiant design and trailblazing technology. However, we wanted to use this opportunity to showcase more than just its beautiful lines and innovative features," said Aldo Ferretto, creative director, The Hallway.
"We wanted to give the Ora EV a voice that matched its bold and cheeky personality.”
Steve Maciver, head of marketing & communications, GWM Australia & New Zealand, said the company is thrilled to announce its partnership with Melbourne Fashion Week 2023 as the official automotive sponsor.
"Just like the avant-garde designs showcased on the runway, the GWM Ora EV embodies cutting-edge style and technology. As a symbol of modern luxury, our collaboration with Melbourne Fashion Week perfectly aligns with our commitment to redefining automotive excellence," he said.
Beyond the campaign, the Ora EV will have an activation space at Melbourne QV, prime position at selected runway shows and will be chauffeuring VIP guests to and from various venues, stages and runways throughout the week-long event.
Leveraging programmatic outdoor capabilities such as proximity and time targeting, the campaign rolls out across more than 250 JCDecaux premium OOH sites throughout the Melbourne CBD and Melbourne QV.
Credits:
GWM Australia
Head of Marketing & Communications: Steve Maciver
Marketing Specialist: Rebecca Jeffery
CREATIVE AGENCY
The Hallway
MEDIA AGENCY
Nunn Media
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