Strategy and creative communication platform for the launch of OMODA S5 and S5 GT in Russia (developed by LARNILANE Agency)
BRIEF:
TO LAUNCH FIRST TWO NEW OMODA SEDANS ON THE RUSSIAN MARKET
- To develop a strategic and creative communication platform for OMODA S5 and S5 GT
- To define a distinctive territory for the new models and translate it into a flexible communication system across campaigns, content and brand experiences
CONTEXT:
LAST YEARS THE AUTOMOTIVE MARKET WAS CHANGING FASTER THAN PEOPLE COULD ADAPT.
Familiar brands were disappearing. New models were entering the market almost every week. Technology was rapidly changing both cars and the way people interacted with them.
A car was no longer just a means of transportation.
Screens, interfaces, smart features and digital ecosystems were gradually turning it into something much closer to a personal device.
INSIGHT: A CAR IS BECOMING A GADGET
Instead of presenting OMODA S5 as just another new sedan, we looked at the model through the logic of consumer technology.
Stylish. Intuitive. Comfortable. Packed with technology.
A personal device designed not only to move you through the city, but to help you navigate a rapidly changing world.
IDEA:
If OMODA S5 is a gadget from the future, then the future itself becomes its operating system.
And just like software on a personal device, it can be installed.
This simple metaphor became the core of the communication platform:
"OMODA S5: THE FUTURE IS INSTALLED"
"OMODA S5: The Future Is Installed"
"OMODA S5: The Future Is Installed"
"OMODA S5: The Future Is Installed"
COMMUNICATION: THE VOICE OF TECHNOLOGY
We developed a communication language inspired by digital products and operating systems.
Short system-like messages replaced traditional automotive advertising rhetoric.
Notifications, interface elements and concise statements became part of the visual and verbal language – as if the car itself was communicating with its owner.
The future was no longer somewhere ahead.
IT HAS ALREADY INSTALLED.
THE FUTURE IS UPDATED: FROM S5 TO S5 GT
The platform was designed as a system rather than a single campaign.
With the launch of OMODA S5 GT, the same communication logic was extended to a new, more dynamic version of the model.
The future continued to evolve.
S5 GT AMBASSADOR:
Famous pop artist Klava Coca became the face of the OMODA S5 GT campaign – and the first owner of the model in Russia.
The campaign continued under “The Future Is Installed” slogan, extending the communication platform to S5 GT and introducing the model to a younger audience.
LAUNCH EVENT:
The communication platform later became the creative foundation for the OMODA S5 GT launch event.
The idea of installing the future was translated into space, scenography and an immersive product presentation.
The launch event, creatively developed and produced by BM Agency, later won 1st place at BEMA! Festival in the "Best Automotive Project" category.
RESULT:
A DISTINCTIVE POSITION IN A CROWDED MARKET
In a turbulent and rapidly changing Russian automotive market, we found a distinctive territory for the new OMODA models.
We developed a cohesive strategic and creative vision – and brought it to life through the launch communication of S5 and S5 GT.
Launched in late 2023, OMODA S5 and its sportier S5 GT version reached 21,696 combined sales in Russia by the end of 2024.
TEAM:
Ilia Tekhlikidi, Creative Director, Creative Strategist, Art Director
Ilia Menzeleev, Strategist
Maria Kistruga, Graphic Designer
Olga Kashlyak, Account Director
Daria Breslavskaya, Project Manager
Ekaterina Yarygina, Managing Partner (LARNILANE)
