Establishing brand presence and impact in the Australian market
Entering a crowded Australian market dominated by well-established competitors, Jaecoo faced the challenge of rapidly building brand awareness and consideration, and converting that momentum into sales. Amid a growing influx of new Chinese hybrid brands, Jaecoo carved out a clear point of difference by positioning itself as a vehicle designed for the Australian Wild Life, and needed a media partner to effectively amplify this message at scale.
A scalable, uniquely Australian media campaign
Jaecoo partnered with Nine to produce a large-scale media campaign and exclusive PR event to get Australians talking, building awareness of the brand, plus the launch of J7 and J8 models by localising the brand with the Aussie market.
The breadth of Nine’s unrivalled ecosystem allowed for a wildly unmissable Australian launch, with multiple touchpoints across TV, Publishing and Audio working in synergy to create an unparalleled multiplier effect.
Interactive and engaging assets alongside a range of Nine media-first executions exclusive to Jaecoo worked to drive impact, cut-through and memorability: from a captivating new 9News TV integration, to a Good Food road trip and bespoke “J”-shaped creative in Publishing, to total audio takeovers and an outside broadcast from a Jaecoo dealership in Audio.
An exclusive launch event for the J7 & J8 captured the essence of the Jaecoo brand and positioned the vehicles as the future of automotive excellence, fully immersing a curated list of guests in the Jaecoo world.
Alongside PR coverage, all channels across the Nine ecosystem played an important role in maximising Jaecoo’s brand impact:
Television spots, editorial sponsorships and integrations drove mass reach in a trusted environment. As the launch partner of 9News’ localised News segment, ‘What’s On’, the Jaecoo J7 Super Hybrid was positioned as the essential enabler for luxurious weekend adventures, highlighting the vehicle’s features and suitability for Australian terrain.
On Nine Audio, recorded commercials, live reads, branded segments and outside broadcasts tapped into the powerful influence of talent to enforce the brand and establish local market relevance.
Digital rich media, native content and immersive advertorials, as well as bespoke print inserts and executions, fed into the national trust of Nine’s publishing mastheads, further strengthening Jaecoo’s brand presence and backing within the Australian market.
1 in 3
people 25-54 reached nationally
+7.7%
increase in key KPI model awareness
+4.1%
average brand equity impact
+4.2%
increase in consideration
Source Kantar Lift+ AdEffect Study June 2025
“Partnering with Nine for the launch of the Jaecoo brand in Australia was a tremendous success. Nine’s scale, creativity and execution helped us introduce Jaecoo to Australian audiences with immediate impact, delivering strong awareness and engagement from day one.”
Nariné Salmasi, General Manager- Marketing - Jaecoo
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