Communications agency BPG, a part of the WPP Network, wins two businesses after competitive pitches: Geely Auto Group, the largest privately owned Chinese automotive brand and Kwai, a short-form video platform.
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BPG will support Geely as it launches its first flagship luxury SUV Monjaro in the GCC region.
To build buzz around the SUV, BPG’s campaign includes NFT marketing for Geely as it drives into the metaverse. BPG’s scope of work includes communication strategy and market analysis, creative advertising including TVCs, social media and marketing collateral, with program planning managed and executed by theagency’s UAE and Kuwait teams. According to BPG, the campaign has generated thousands of sales leads and more than one million views of the TVC within the first 10 days of launch.
Cook Xue, head of Geely Dubai & VP, Geely Automobile International Corporation, said: “BPG’s solid regional credentials and cutting-edge creativity won them the Geely pitch. We are excited to work with the dynamic and talented team on our launch across Saudi Arabia, Kuwait and the UAE. Our digital approach aligns with BPG’s vision and we are optimistic about building further on the initial success of the campaign.”
Following short-form video platform Kwai’s debut in Saudi Arabia, BPG has been tasked with the launch and expansion of Kwai’s regional footprint through a comprehensive media outreach and communications strategy. BPG will partner with Kwai in building audiences through PR and digital campaigns.
Dalia Moustafa, head of PR – MENAT, Kwai said: “After a competitive pitch process, we selected BPG for our regional debut. The Kwai team is excited to work with a well-established marketing industry leader in the Middle East and tap BPG’s strong capabilities and regional network. We are confident that together we can cut through the clutter and engage the right audiences with an innovative, digital-first communications strategy.”
Avishesha Bhojani, group CEO, BPG, said: “We are witnessing great demand from leading global brands making their Middle East debut for BPG’s deep knowledge of the region and specialist consultancy. For more than four decades, our bold, data-driven strategies, award-winning work in public relations, digital marketing and advertising, and our focus on creativity and agility have enabled us to power brands to leadership positions. Team BPG looks forward to supporting Kwai, Geely and other brands entering the Middle East to unlock the next chapter in their quest for global growth.”
