INEOS Grenadier: Bringing that authentic feeling back to the world of 4x4

The Brief

Take this 4x4 challenger brand beyond owned & earned channels to attract a more global, more premium audience

Strategic Solution

Champion INEOS Grenadier’s unique engineering approach to engage an audience that defies convention- the feeling of possibility that getting behind an INEOS Automotive vehicle can give you.

Execution

The Built For More campaign spans TV, digital channels, print, and out-of-home across international markets, including the UK, Germany, North America and Australia, before wider release through online and social media in over 45 markets where the INEOS Grenadier is available. At the heart of the work is a 60-second film that encourages drivers to embrace the outside world by showcasing the 4x4's off-road capabilities.

New Visual Identity

Developed with Wonderhood Design, INEOS Automotive’s refreshed identity shifts from a pure automotive brand to an adventure lifestyle brand. The new look includes a custom ‘Formula 4X4’ typeface, inspired by the vehicle’s embossed details, along with bespoke icons, dynamic motion design, and a bold, refined aesthetic across all brand touchpoints.

Results

More than 1 billion global impressions delivered to date

Brand Awareness doubled amongst our target audience (8% to 19%)

Consideration quadrupled amongst our target audience (3% to 13%)

Purchase Intent quadrupled amongst our target audience (1% to 9%)