Client: Cycle and Carriage Singapore (ORA) Agency: Designory
Background:
There’s a new cool cat in town! In August 2023, Cycle & Carriage partnered with Great Wall Motors and brought the ORA Good Cat Electric Vehicle (EV) to Singapore. We were tasked to come up with an unforgettable launch to create buzz and curiosity about the ORA Good Cat, getting drivers to not just know about this EV’s undeniable presence but also to pounce into the showroom for a closer look.
Challenge:
In a saturated EV market with launches from BYD, MG, and Tesla, ORA faced multiple hurdles as an unknown Chinese brand in brand-conscious Singapore, we had to be as clever as a cat plotting its next mischief.
Approach:
While competitors followed a formulaic copycats, we saw an opportunity to set the ORA Good Cat as an ORA(ginal). To break through, our strategy prioritized an emotional connection. We sought out the trailblazing drivers—those passionate about unique styles. The Ora Good Cat audience embodies road trendsetting, comprising eco-conscious PMEBs.
Drawing from the ORA Good Cat's retro-futuristic charm—its cat-eye-like fenders and quirky name—the visual representation in our launch campaign became a language of its own. Apart from conveying the features of the car; it embodied a 'cat-tidude,' infusing every aspect with an captivating essence.
Every cat pun wasn't just a playful addition; it was a deliberate stroke in communication to transform mundane words into a purr-suasive language that resonated with our audience.
From cat puns to metaphors, each creative execution was a play on the cat's famous attributes, blending sight, sound, and wordplay to convey the car's eco-friendliness, style, and technology.
Credits:
Creative Director: Christan Sow
Art Director: Jenette Mak
Copywriter: JuMin Tan
