Leapmotor Australia has launched its new brand platform, ‘So Much To Love’, created by cummins&partners ahead of the introduction of the Leapmotor B05 and Leapmotor B03x to Australian shores later this year.
The campaign supports Leapmotor’s continued growth in Australia and helps leverage its growing dealer network, currently with 22 across the nation.
The new platform is designed to highlight the combination of technology, quality, safety and value that has helped drive growing interest in Leapmotor vehicles, while introducing Australians to Lenny, a cavoodle with a passion for car rides and a new job as Leapmotor’s first official brand Ambassadog.
In a category often defined by technical specifications, ‘So Much To Love’ takes a more human approach. The platform reflects Leapmotor’s belief that great technology should be easy to understand and accessible, with customers benefiting from features, comfort and quality that exceed expectations, at an attainable price point.
The campaign is underpinned by the strong credentials of the Leapmotor range, including the Leapmotor B10 and C10’s 5-star ANCAP safety rating, giving customers confidence that affordability does not come at the expense of safety.
At the centre of the campaign is Lenny, whose simple and optimistic view of the world helps translate the benefits of Leapmotor ownership into everyday language. Through his perspective, the campaign showcases the technology, safety features and value proposition that become key differentiators for the brand.
“As Leapmotor continues to grow in Australia, we wanted a platform that did more than list features or talk about value in a traditional way,” said Joanne Stogiannis, director – marketing and communications, Stellantis Australia.
“‘So Much To Love’ captures what makes Leapmotor different, combining advanced features, technology, comfort quality and value in a way that’s both engaging and easy to understand. Lenny brings warmth and personality to that story, helping us connect with customers in a distinctive and memorable way.”
“New EV brands can all start to sound the same when they are trapped in the language of batteries, screens and specs. Leapmotor has a genuinely strong value story, but value alone can feel cold if you don’t give people a reason to care. Lenny lets us talk about serious value without taking ourselves too seriously. He is an Ambassadog with one very simple brief: show Australians there is a lot to love about Leapmotor,” said Heath Collins of cummins&partners.
“Woof!” added Lenny, the Leapmotor Ambassadog.
The campaign is now live with Lenny set to appear across multiple channels, including out-of-home, social media, digital, dealer marketing and partnership activity.
Credits
Client: Stellantis
Agency: Cummins & Partners
Chief Creative Officer: Sean Cummins
Creative Services Director: Steven Tortosa
General Manager: Callum Walker
Art Director: Vivienne Johnston
Copywriter: Shannon Kruss
Creative Collaborator: Heath Collins
Strategist: Natassja Cox
Senior Account Director: Samuel Han
Senior Account Director: Ruby Koia
Account Executive: Marika Tsourerkis
Content Creator: Patrick Marrinan
AI Creative Advisor: Marcus Bryne
Production Company: Bumblebee
Producer: Selin Yaman
Production: Filmset Studios
DOP: Brett Williams
Lighting: Cameron Murray
Photography: Darren Capp
Editor: Aloysius Teo
Colourist: Nick Kokkolis
Sound Studio: Gusto
Composer: Cameron Giles-Webb
Voice Over Artist: Natasha Varrasso
Retoucher: Ed Croll
Media Agency: Starcom
Social Media Agency: Balance
