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AUSTRALIA is one of four countries to get an ad campaign from UK car-maker Ineos Automotive as it springboards its Grenadier 4WD range into the market.

The company’s global ad campaign starts in the UK, then Australia, the US and Germany before expanding to another 45 markets on its way to an audience that it claims will be more than 400 million potential customers.

Ineos’ first brand advertising campaign, called ‘Built for More’, introduces the Grenadier to a broad global audience with a multi-channel activation across television, print, social, outdoor media and on-demand video streaming. 

Ineos Automotive CEO Lynn Calder said the ‘Built for More’ campaign “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.”

“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. Like the Grenadier, we’re ready to take on the world,” she said.

“The Grenadier is a go-anywhere 4X4, engineered to world-class standards and literally built for more of what the world has to offer,” she said

The ‘Built for More’ brand platform was conceived and created by Wonderhood Studios and is focused on the feeling of possibility that owning an Ineos Automotive vehicle can give.

Wavemaker was responsible for the worldwide media buying strategy and launch plan which is designed to reach 400 million adventure-oriented adults with placements focused on this year’s high-profile sporting events including UEFA EURO fixtures, the Summer Olympic Games in Paris and Formula 1 Grand Prix. 

It is the first project since Wonderhood Studios was appointed Ineos Automotive’s retained global creative agency, with the wider brief including global social strategy, community management and engagement through Wonderhood Makers, and refreshing the brand’s global visual identity through Wonderhood Design. 

Wonderhood Studios’ executive creative director Guy Hobbs said: “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.”

Ineos Automotive appointed Wavemaker as its media agency based on its global expertise and local knowledge.

Wavemaker UK has a long-standing relationship with parent company Ineos, having been appointed as the media agency for its Hygienics brand in March 2022.  

Wavemaker UK managing partner Isobel Mooney 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, and the team is willing to let us take our strategy off-road and really challenge the category norms and conventions, which is very exciting.”

The Grenadier was devised by Sir Jim Ratcliffe who identified a gap in the market for a hard-working 4X4 that combined best-in-class off-road capability with modern on-road driving refinement for people who enjoy the experience and adventure of being behind the wheel. 

Since launch, the 4X4 has been joined by the Quartermaster, a double-cab pick-up variant, and in February 2024 a third vehicle line was revealed, the Ineos Fusilier, offering two powertrain options: A range-extender which uses a small, low-emission petrol engine to charge the battery when external charging isn’t available, alongside an all-electric version.

By Neil Dowling

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