Geely Auto has launched its largest integrated marketing campaign in Australia to support the arrival of the Geely EX2 small EV.
The campaign was produced by Bastion, Dentsu PR, and Tag across creative, earned media, and social and creator engagement. This created a unified, creative platform designed to challenge one of the small-car category’s most entrenched perceptions; that choosing a smaller vehicle means accepting compromise.
Developed for the Geely EX2 launch, the ‘It’s Gonna Be BIG’ campaign is built on the insight that Australian consumers often associate small cars with trade-offs in space, technology, safety, design, and driveability. The integrated campaign turns that assumption on its head, positioning the Geely EX2 as a vehicle that defies the rules of small to deliver an experience without compromise.
Beryl Thomas, marketing director, Geely Auto Australia said, “The Geely EX2 is the world’s best-selling small EV, redefining the small car segment with impressive tech, space, storage, and driveability. Our launch campaign needed to reflect that in a savvy way. By turning consumer perception and expectations of a small car on its head, the ‘it’s Gonna Be BIG’ platform reinforces Geely’s Uncompromising by Design positioning.”
“We challenged the agencies to go beyond the usual multichannel thinking. Their collaboration resulted in plenty of ‘big firsts’ for Australia from the launch moment.”
Led by Bastion’s creative team and the Village Agency, the creative concept ‘It’s Gonna Be BIG’ speaks directly to Geely EX2 and its credentials. For the team, the model didn’t need an overwrought concept or a contrived sense of lifestyle for the launch.
The collaboration across agencies and the Geely team resulted a campaign that confidently makes that promise without hyperbole or pretence, taking cues from drop culture and the tech world in the application of language, design and behaviour across every channel – from PR to partnerships, influencer and paid media – to make Australians pay attention to this brilliant small car with big potential.
In an Australian-first initiated by Bastion, Geely Auto and Amazon Ads ANZ have collaborated to promote the new Geely EX2 through an immersive virtual showroom on Amazon.com.au.
Customers will be able to discover and engage the new Geely EX2 model features on the Amazon Store, including discovering state-based pricing features, and requesting a test drive and being linked to their nearest Geely dealership. The campaign also leverages Prime Video Interactive Ads to drive both awareness and action across the premium streaming environment. The collaboration drives greater discoverability of the Geely EX2 – meeting customers where they regularly spend time online.
The Geely EX2 campaign spans paid, earned, social, influencer, experiential and partnership channels, creating a fully integrated launch designed to build awareness, drive consideration, and position the vehicle beyond traditional automotive audiences.
To bring the campaign to life, Bastion created a distinctive visual identity that zags from the auto category’s typical lifestyle imagery and aesthetic in favour of a design-led minimalist approach inspired by the Geely EX2’s fresh colourways.
Tag developed and executed the campaign’s social ecosystem, translating “It’s Gonna Be BIG” into social-first storytelling while leading creator partnerships, influencer activation, and always-on content, to build anticipation before launch and sustain conversation beyond the launch event.
As Geely’s earned media agency since November 2024, Dentsu Public Relations’ focus has been on ensuring messaging longevity with motoring and lifestyle media. Geely EX2 earned media efforts started in December 2025, and included teasers, an international press trip, and milestone announcements.
To sustain the launch, the Dentsu PR team is developing thought leadership content and data-led insights to continue the small car conversation in media after the official launch event.
Bastion is delivering the hero launch at The Cutaway, alongside the national automotive media drive, ahead of its Australian premiere in Sydney’s revitalised Barangaroo precinct. Selected for its architectural design and alignment with the Geely EX2’s innovation, sustainability and technology credentials, The Cutaway will host VIPs, media, influencers, and Geely Auto Australia guests for an immersive launch experience featuring premium hospitality, entertainment and a bespoke product showcase.
As the first vehicle launch ever held at The Cutaway, the event will set a new benchmark for automotive experiences in the venue and position it as a premier destination for future brand launches.
Tag’s social-first mindset ensures every launch event touchpoint, from experiences to creator collaborations and content capture, extends the experience beyond attendees and into consumers’ feeds in real time to encourage participation, drive awareness, engagement, and advocacy across the customer journey.
Complemented by strategic brand partnerships, large-scale media activity, an always-on social and creator program, and experiential activations, “It’s Gonna Be BIG” positions the Geely EX2 at the centre of design, technology, lifestyle, and modern mobility discussions.
The Geely EX2 officially launches on Wednesday 5 August.
