Omoda ... something you can live with

OMODA – A Car Campaign for People Who Don’t Care About Cars

Launching a completely unknown car brand is svært nok. Launching a completely unknown Chinese car brand in a market marked by skepticism toward both EVs and new entrants is… well, ambitious. OMODA entered Denmark with three clear barriers: zero brand recognition, widespread hesitation toward Chinese-made EVs, and a primary target group that fundamentally does not care about cars.



So the brief became simple in ambition, men svær i praksis: Don’t impress them. Don’t oversell. Don’t sound like a car brand. Instead, create relevance, trust and emotional connection by showing the life the car becomes part of.



Rather than competing on specs, features or performance, we grounded the campaign in everyday moments – the chaos, the calm, the quiet drives, the muddy football boots, the sleeping baby in the backseat. OMODA plays the bi-role in the story, because that’s what it does in real life. And for a target group that sees a car as a practical necessity, not an identity marker, this shift was essential.



The campaign’s heart was a long-form 1:40 film shown in local, non-mainstream cinemas and through Advanced TV, supported by shorter cuts on YouTube, Instagram and Facebook. The long format was a deliberate choice: a film that takes its time for an audience that normally scrolls past car content. In fact, the film hides the “reveal” of the car for over 40 seconds – even though the car is present in almost every frame. This misdirection was key to making people stay, watch and feel something before realizing they were watching a car commercial.



The strategy worked. We saw a 306% increase in website traffic during the campaign period. OMODA sold 25 cars in the very first week – an extraordinary result for a brand with no prior presence in the market. And the campaign received an unexpected wave of positive comments on social media from people who normally never engage with automotive advertising.