Launching a premium EREV in a market that had never heard the word.
A badge nobody knew, in a category nobody could name.
ROX arrived in Qatar with a premium price tag and two problems. Buyers at this level had never seen the badge, and the powertrain, an extended-range EV, belonged to a category most of the market could not define.
The brief: put a new name on the consideration list of Qatar's premium SUV buyers, and explain EREV without a glossary, in two languages, against established German and Japanese marques.
Explain the category. Earn the badge.
A bilingual full-funnel system with one job per platform. Video taught the category, search captured the intent it created, and social turned interest into conversations, with click-to-WhatsApp taking buyers straight from the ad to a person at the showroom.
Creative followed the brand formula: dark field, lit subject, one red. Premium first, spec sheet second, and the EREV story told in plain Arabic and plain English.
The live feed, exactly as Qatar sees it today. One colour story, one city, one system, and every post drawn from the same brand formula.