GWM has launched a new brand platform for its all-electric GWM Ora range, led by the GWM Ora 5 SUV, inviting drivers to embrace their inner free spirit and ‘Live a Little mORA’.
Built on the insight that the Ora audience prioritise fun and enjoyment over strict practicality. It celebrates those carefree drivers who find light-heartedness in the everyday, whether through a traffic jam sing-a-long or taking the scenic route home.
The rollout brings the energy of the electric range to life across film, experiential activations and major event partnerships – demonstrating the importance of building a platform that extends beyond film to create multiple, meaningful ways for audiences to engage with the brand. Anchoring the launch is the ‘Fun Police’ hero film, following a fun-loving crew in the GWM Ora as they playfully evade ultimate buzzkills.
Off-screen, GWM brought that same spirit to life by taking over a disused petrol station for its ‘Fun Stations’ activation, transforming the outdated space into an electrified Euro-summer wonderland filled with cars, interactive games, entertainment and food.
Extending the platform into culture, GWM partnered with City2Surf to challenge how the world’s biggest fun run is contested. While traditional races only reward the first finishers, scientific studies show that fun actually provides performance-enhancing benefits during exercise.
Tapping into this angle, GWM introduced the ‘GWM Funnest Runner’ trophy to shift focus from raw performance to pure enjoyment, encouraging more people than ever to cross the finish line.
“The GWM Ora’s novelty lies in adding genuine moments of delight to the everyday journey,” said Steve Maciver, head of marketing at GWM.
“Whether it’s inspiring the industry to embrace new technologies and transform sites into exciting, multi-purpose destinations for every type of driver, by turning a petrol station into an electrified playground, or increasing performance through fun by crowning the funnest runner at City2Surf. ‘Live a Little mORA’ is an open invitation for people to drop their guard and enjoy the drive.”
Comedian Bec Charlwood joined the GWM Funnest Runner initiative to lead the charge, sparking excitement in the lead-up to race day and during the event itself. Throughout the course, GWM representatives shortlisted participants displaying peak positive vibes and having the most fun, culminating in a dedicated podium ceremony at the GWM Ora stand where Charlwood officially crowned the inaugural C2S Funnest Runner.
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“We wanted to create a brand platform that taps into pure joy rather than just efficiency,” added Sean McNicholas, Head Tinker at Thinkerbell. “By shifting the focus from speed to smile-per-hour, both on the road and on the run, we’re giving people permission to embrace their playful side whenever they step behind the wheel or hit the pavement.”
Credits:
CLIENT: GWM
CREATIVE AGENCY: THINKERBELL PRODUCTION
Fun Stations & Funnest Runner: The Park, Oddity
Film: Clockwork
MEDIA: Atomic 212
