大江湖，必有大鱼

比亚迪鲨鱼6进入澳洲及新西兰 UTE 市场时，面对的不只是新能源技术认知，而是本土品类信任。项目以 “大江湖，必有大鱼” 为核心创意，将鲨鱼6从一款插电混动 UTE 转译为澳洲户外文化中的全新捕食者。传播通过海岸、红土、露营、冒险、工作与家庭等真实场景，建立其强悍、可靠、适配本土生活方式的市场身份。

When BYD Shark 6 entered the Australian and New Zealand UTE markets, it faced not only challenges in terms of new energy technology awareness but also in gaining trust within the local market. The project, with the core concept of "Where there's a big fish, there's a big fish," transformed the Shark 6 from a plug-in hybrid UTE into a new predator within Australian outdoor culture. The campaign used real-world scenarios such as coastlines, red clay, camping, adventure, work, and family to establish its robust, reliable, and locally compatible market identity.