London, 18th June 2024 – INEOS Automotive has embarked on a monumental journey with the launch of its inaugural brand advertising campaign, “Built for More,” unveiling the acclaimed Grenadier 4X4 to a global audience. This multi-channel activation spans television, print, social media, outdoor media, and on-demand video streaming, aiming to engage over 400 million potential customers worldwide.
Since its production commencement just 18 months ago, the Grenadier has swiftly expanded its footprint to over 45 international markets. Championed by Sir Jim Ratcliffe, the vehicle fills a niche for a rugged 4X4 that seamlessly blends top-tier off-road capability with modern on-road refinement. Lynn Calder, CEO of INEOS Automotive, emphasizes the campaign’s message, urging drivers to break free from digital confines and embrace the limitless adventures offered by the great outdoors.
The campaign’s media buying strategy strategically aligns with global sporting events such as the Summer Olympics, UEFA EURO, and Formula 1 Grand Prix, underscoring INEOS’s commitment to sports teams and events. Lynn Calder further elaborates, “The Grenadier is engineered to world-class standards and crafted to elevate every driving experience, embodying the spirit of exploration and capability.”
Expanding Horizons: The Grenadier and Beyond
The Grenadier lineup has expanded beyond its flagship model, welcoming the Quartermaster double-cab pick-up variant and the recent addition of the INEOS Fusilier, featuring both range-extender and all-electric powertrain options. This evolution underscores INEOS Automotive’s dedication to innovation and meeting diverse consumer needs.
Creative Collaboration and Global Reach
The “Built for More” campaign marks a milestone collaboration with Wonderhood Studios, INEOS Automotive’s global creative agency, tasked with reinvigorating the brand’s global visual identity and social strategy. Wonderhood Studios Executive Creative Director, Guy Hobbs, reflects on the campaign’s genesis, emphasizing its comprehensive approach across creative disciplines.
Wavemaker, entrusted with the campaign’s media strategy, leverages its global network and local insights to ensure widespread reach and impact. Isobel Mooney, Managing Partner at Wavemaker UK, highlights the strategic synergy, stating, “INEOS Automotive empowers us to challenge norms and push boundaries, aligning perfectly with our ‘adventurous’ approach.”
Driving Forward
As the first European OEM of the century to scale production globally, INEOS Automotive’s meticulous preparation ensures robust production, superior build quality, and a comprehensive global aftersales network. Lynn Calder concludes, “We’re prepared to conquer new frontiers alongside the Grenadier, equipped to meet the demands of an adventurous global audience.”
