Project Details
Name
Sector
Project Request
Changan Egypt
Automotive
360 Creative Communication strategy
Changan Automobile is one of China’s “Big Four” state-owned automotive manufacturers, headquartered in Chongqing, China. Tracing its roots back to 1862 as a military supply factory, it shifted to automotive manufacturing in 1959.
THE CHALLENGE
In Egypt, buying a car is never just about liking how it looks. and with the high rising of chinese car brands, the challenge of the decision became even higher!
It is a big decision loaded with pressure: price, maintenance, spare parts, resale value, dealer trust, safety, comfort, features, and whether the car can actually handle everyday life.
Insight
In Egypt, boldness does not come from taking a blind risk.
Boldness comes when you know the car has the right backup behind it!When the car is stylish, fully equipped, fairly priced, locally supported, and backed by a trusted name like GB, hesitation starts to disappear.
That is when people stop overthinking the decision — and dare to choose what really reflects them.
Core USP
-Wide model range for different lifestyles and needs (Eado/ Eado plus/ CS 35+/CS 55+/CS 75+/ UNI T/ UNI V).
-Bold design that stands out on the road.
Premium features at a smart value.
-Advanced technology across key models.
-Comfortable interiors for daily use and long drives.
Strong safety features for more confidence.
-Backed by GB/Ghabbour for trusted ownership.
Local assembly support that strengthens availability and trust.
-Spare parts availability for easier long-term ownership.
-Competitive pricing without feeling like a compromise.
STRATEGIC SOLUTION
Positioned Changan as the right car choice that removes the headache of hesitation because it already answers the hard questions of ownership including price, features, safety, spare parts, local support, and GB reliability. giving people the confidence to dare their boldness.
Creative platform: #Dare Your Boldness
CAMPAIGN ROLLOUT
1. Tease the headache
Show the stress of choosing a car in Egypt: budget, spare parts, maintenance, resale, safety, features, and trust.
2. Introduce the solution
Reveal Changan as the car that already answers these worries, making the choice easier and more confident.
3. Launch “Dare Your Boldness”
Position Changan as the right car that frees people from hesitation, so they can drive with more confidence, freedom, and expression.
4. Prove the boldness
Highlight the core USPs: fair price, full features, local support, spare parts, safety, durability, and GB backing.
5. Match every lifestyle
Show different Changan models for different types of bold drivers: family, city, adventure, comfort, tech, and style.
6. Drive action
Push people to experience the car through test drives, showroom visits, social engagement, and lead-generation content.