How Content Marketing Built Trust in a New Automotive Brand
From Global Market Leader to Swiss Newcomer
How do you establish a globally leading automotive brand in a market where it is still largely unknown?
Together with BYD, Tamedia Advertising developed a cross-media campaign that positioned the ATTO 3 EVO as an innovative electric vehicle while building trust in the brand.
The Challenge
Although BYD is one of the world's leading manufacturers of electric vehicles and battery technology, the brand was still relatively unknown in Switzerland. The goal was to successfully launch the ATTO 3 EVO, build trust in the brand and overcome common misconceptions about electric mobility. The campaign targeted affluent, tech-savvy consumers with high expectations regarding design, quality and sustainability.
The Solution
Guided by the motto "Powered by Energy. Driven by Trust.", Tamedia Advertising relied on editorial storytelling within the Newsnet ecosystem. The branded content combined emotional design and lifestyle storytelling with compelling product facts. A clear call to book a test drive completed the campaign.
The Execution
To maximise visibility, the campaign was rolled out across multiple channels:
- Branded Content (German & French): Long-form article including a video showcasing the vehicle's sporty driving experience.
- Newsletter Native Ad: Targeted communication to Newsnet subscribers.
- Social Media: Carousel posts on Instagram and LinkedIn highlighting the vehicle's design and innovative features.
- Print: Full-page advertisements in «SonntagsZeitung» and «Le Matin Dimanche».
Launched in April 2026, the campaign reached its audience within the premium editorial environment of Tamedia Newsnet.
Looking to position your brand through impactful storytelling? Discover how our creative Commercial Content solutions capture attention, build trust and connect your brand with the right audience.
