We Are Different to lead JAC Motors' earned, social, influencer work

Automotive manufacturer JAC Motors has chosen the Sydney-based earned-first creative agency We Are Different as its earned, social, and influencer agency partner in Australia following a competitive pitch process.

We Are Different, with a client portfolio including brands such as Brown-Forman, Kimberly-Clark, HelloFresh Group, Big Red Group, Bayer Australia, and Hipages Group, has been tasked with introducing the Chinese auto brand to the Australian market. The focus will be notably on the launch of JAC Motors' first Australian-delivered passenger vehicle, the JAC T9 Ute.

Danny Lenartic, deputy managing director at JAC Motors, said despite the company's strong global growth rate, the Australian auto market poses its unique challenges.

"We know cracking the Australian market relies on the ability of our team and agency partners to deliver exceptional brand and product marketing that resonates with a ute-loving audience," said Lenartic.

Stuart Terry, founder and director at We Are Different, stated, "Australia's auto market is ripe for something different."

“We’re energised by the opportunity to help introduce a challenger ute brand to the Australian market, working with JAC Motors to build brand affinity and salience across earned, social and influencer.” 

Meanwhile, competitor Kia has also been making waves in the fiercely competitive Australian ute market with a blockbuster campaign, through creative agency Innocean.

The campaign assembles a star-studded cast including Ash Barty, Dylan Alcott, Alexander Volkanovski, Steve Waugh, Darren Lockyer, Buddy Franklin, and John Aloisi, to announce Kia's "most Australian product ever," slated for release in 2025.

Dean Norbiato, Kia's general manager of marketing, previously reported to Mediaweek the campaign generated over 1.3 million organic views and 82 million media impressions in just four days.

Volkswagen has also had a long-term focus on its Amarok ute, via creative agency DDB Sydney.

See also: 82m impressions in four days: How Kia’s big ute ad exceeded CMO and Innocean’s expectations Kia enlists Australian sports icons to name its upcoming ute in latest TVC