GWM has launched the Tank 500 Plug-in Hybrid under the rallying cry ‘BE MORE TANK’, in new work via Thinkerbell. The work builds into the GWM brand promise, Go With More, and is the latest in a stream of new model launches for GWM this year.
The launch arms Australians and New Zealanders with a powerful vehicle and a powerful attitude, to help arrest the decline in our once-renowned adventurous spirit and outdoor capability. The Tank 500 Plug-in Hybrid is packed with simple, powerful Hi4-T 4×4 technology and a suite of intuitive off-road driving modes that can help anyone BE MORE TANK.
As part of the launch, GWM is activating Australia’s Tank Clubs, which are independently thriving on various social platforms. Tank Club members will be called on to share content that inspires a more Tank-ish approach to life, with the UGC footage being edited back into the hero film.
Steve Maciver, head of marketing and communications at GWM, said: “In the Tank 500 Plug-in Hybrid, you can get out there and BE MORE TANK thanks to the global tech innovation of our Hybrid Intelligent 4WD (Hi4T) system, which sets a new benchmark in performance for electrified off-roaders.”
Sean McNicholas, head tinker at Thinkerbell, added, “We are not just launching a machine, but a mantra that can be whispered to yourself (and shouted at others) when it’s time to stand up and have a crack at the next adventure. It’s a banner the entire GWM Tank range can sit proudly under for years to come.”
The work went live across TV, digital screens, BVOD, and OOH this weekend.
Credits
Creative agency: Thinkerbell Client: GWM Production: Good Oil
Director: Adam Stevens
Soundhouse: Electric Sheep
