BYD Auto

Client: BYD Auto / Praco Didacol
Agency: Salgar / Mullen Lowe SSP3 Colombia
Creative Director: Juan Rocha
Copywriter: Juan Rocha / Diego Romero
Art Direction: Cristian Sosa

For this campaign, the client had the need to communicate (at that time) a new feature of their BYD cars: The smart key on/off button. We thought about the horror movies and how the climax comes at that moment when the lead character needs to escape via car, goes to turn the car on and it doesn't work, they can't get the key fast enough, etc. But, as the concepts says: "With the Smart Key it's a whole other story".

Headline: "With the SMART KEY start, there's another ending."
Body text: "Now you can start the BYD FZero without a key and open it simply by being close to it".

RADIO SPOTS:

SFX: Phone rings

Caroline:
"Hello?"

Serial Killer:
"Hello, Caroline".

Caroline:
"Who is this?".

Serial Killer:
"I know you're home alone".

Caroline:
"This is NOT funny!".

Serial Killer:
"I can see you trying to look for me through the window".

Caroline:
"I'm calling the police!".

Serial Killer:
"Call them! They'll be here too late anyways!".

Caroline:
"I'm getting out of here!".

Serial Killer:
"Where do you think you're going? You don't have time to turn on the car!" There's no way you can escape from this... Hello? Caroline?"

INST VOICE OVER:
"With the Smart Key On and off feature, there's another ending. Now you can start the BYD FZero without a key and open it simply by being close to it".

SFX: There are zombies trying to get a couple of friends

Carl:
"We are trapped! There's no way out!"

Bryan:
"There's a BYD FZero out there! I can see it from here. I think we could make it!".

SFX: Bryan starts to run, makes it to the car, turns it on and goes away.

Carl:
"It is too risky. The car could fail on us, Bryan. Bryan? Bryaaaaan?!".

INST VOICE OVER:
"With the Smart Key On and off feature, there's another ending. Now you can start the BYD FZero without a key and open it simply by being close to it".

NATIONAL BRAND POSITIONING TV SPOT

Client: BYD Auto / Praco Didacol
Agency: Salgar / Mullen Lowe SSP3 Colombia
Creative Director: Juan Rocha
Copywriter: Juan Rocha
Art Direction: Juan Rocha

At the time, the target for this campaign was millennial women. The idea was to build a relationship between the car and the target- a relationship specific to this car because of the high number of competitor brands. With this side by side commercial, we highlighted the similarities that the target has with the car.

VOICE OVER:
"You have more things in common than you can imagine. The only thing missing is you. BYD Auto F-Zero, It's time to move differently. Available at Praco Didacol Cars Dealership".