Badges aren’t bought. They’re earned.

Who Wot Why has launched a strategic advertising campaign for JAECOO, the new Chinese Luxury vehicle manufacturer which is taking on the UK’s most established premium car brands.

The work highlights that the JAECOO7 offers outstanding value compared to the well-known competitor SUVs.

With world-leading hybrid technology, impeccable styling, and off-road credentials all core to the vehicle, the campaign dramatises the key point of difference with JAECOO; ultimate technology and luxury, without the luxury price tag.

Who Wot Why’s platform idea is “Badges aren’t bought. They’re earned”. This provocative positioning addresses a preconception about certain automotive marques, especially new brands that hail from establishing markets, and turns that presumption on its head. JAECOO is honest about the fact that its badge must earn its place on the UK streets. This is the start of a strategy that will place the new automotive brand as the newcomer on the block, an ambitious brand with everything to prove.

For static media, Who Wot Why uses standout black and white photography, and provocative headlines that push the “Badges aren’t bought.They’re earned” platform idea further, pointing out product details and underpinning the hugely competitive starting price of £29,435. The idea is to highlight that the level of car you get for your money is unparalleled.

The platform will run across TV, VOD, OOH, and as part of the brand’s European Professional Club Rugby Sponsorship.

Who Wot Why won the Chery motors dual-brand, JAECOO and OMODA UK, in the summer of 2024, and has been instrumental in launching OMODA and its brand platform through compelling creative aimed at the UK market.

John Zhong, Brand Director at OMODA and JAECOO UK says, “Who Wot Why has been instrumental in landing this new car marque in the UK market. We have the perfect opportunity in the UK to demonstrate true value against the established brands, and the work developed by Who Wot Why lands our core credentials in a way that’s tonally appropriate for the market; through understated behaviours that demonstrate we know our worth.”

Matt Gooden, joint CCO and Co-Founder at Who Wot Why, says, “We’re proud of the ‘earning our badge’ campaign for this incredible, fast-moving company. To be working with a brand with a clean slate backed up by incredible product doesn’t get much better.”