Yango’s BYD Campaign Featured on AdNews
We’re proud to see our work with BYD recognised by AdNews, highlighting how our bold, data-led and culturally intelligent strategy helped one of the world’s fastest-growing EV brands make serious inroads into the Australian market.
“We didn’t want a cookie-cutter approach. We wanted a partner who thought differently, and Yango brought that.”
— Kate Hornstein, Head of Marketing, BYD
Cracking the Australian Auto Market
When BYD launched in Australia in early 2023, the goal wasn’t just visibility — it was relevance. In a space dominated by legacy thinking and long-established players, we developed a strategy that prioritised cultural relevance, precision targeting and conversion at scale.
The campaign rolled out in three phases:
- “The Whisper”: Leveraged exclusive Carsales data to target early tech adopters and reduce competitive comparisons
- “The World’s Biggest Test Drive”: Drove mass participation and conversion through homepage takeovers — with 1,400 test drives booked in a single day
- Cultural Integration: Embedded BYD into footy finals, trams, talk radio and arterial routes to connect with Australians on their own turf
“We needed to prove we understood Australian needs.
So we put the brand in the heart of Aussie culture, whether that was footy finals, Melbourne trams, or morning radio.”
— Dylan Sargant, Senior Media Manager, Yango
The Results
With a lean budget, the campaign delivered results that speak for themselves:
- 362% YoY sales growth
- 250% uplift in brand awareness YoY (14% to 35%)
- 14% of the EV market — second only to Tesla
- 209% increase in website traffic
- 27% of the plug-in hybrid ute segment sales in just seven months
“We always knew the car would sell, it’s a brilliant product.
But to achieve that kind of brand lift with a lean budget? That’s a major win.”
— Kate Hornstein, BYD
This campaign is a testament to what can happen when a data-driven strategy is delivered with the agility to take advantage of opportunities as they present themselves in market.