We developed a pioneering partnership with National Geographic. For the first time in automotive history, a media brand logo was used to sell a car.We released a limited edition W5 that was badged on the front, sides and back with the National Geographic logo. As well as demonstrating endorsement from the premier adventure brand in the world, our audience would feel as if they could own a vehicle available only to professional explorers and photographers. We also created content that linked the W5 to heroic stories from Chinese history. We produced a documentary about air trucks in Tibet during WWI and incorporated it into advertising. Teaser ads appeared across magazines and newspapers and TV spots directed people to our sponsorship of the Hua Xia NGO Channel.

Finally, a W5 was driven along the ‘road of legends’ to Tibet. Travel and finance magazines, newspapers, and websites covered its journey.

This was one of Roewe’s most successful launches. W5 sales are 57% above target.National Geographic W5 sales were 10 times greater than those without the badge.Demand was so high for the National Geographic SUVs that they went from being ‘Limited Edition’ to standard model, as Roewe badged more and more cars to meet demand.Overall, 84% of our audience said the logo made them ‘love’ the W5; more than 84% said the logo made them want to buy a W5; and more than 50% said buying the limited edition W5 would make them feel like ‘an outdoor professional’.