GWM unites Haval SUV line under 'Bring on More' platform via Thinkerbell

GWM has launched a single brand platform, 'Bring on More', to unite its entire Haval family SUV range in Australia and New Zealand — with three hero vehicles, a national media rollout and a message aimed squarely at parents.

The campaign, created with independent agency Thinkerbell, puts the spotlight on the GWM Haval H7 Plug-In Hybrid, the Haval H6 Plug-In Hybrid and the upcoming Haval Jolion Max EV. That's the core of the decision: one banner, one attitude, three cars built around hybrid and electric technology.

Who is this actually for?

GWM and Thinkerbell have positioned the work around a specific insight about family life. The campaign, like the cars, is designed for parents who believe the battle of family life can't be avoided or controlled — but can be enjoyed when embraced and charged at head first.

It's a deliberate framing. The creative leans into the mess: school drops, sports kits, backseat snacks, driving naps. Family logistics as a contact sport, with the Haval range as the kit.

The structure of the campaign splits its jobs. Awareness pieces carry the attitude of the vehicles and their drivers. Deeper in the customer journey (the path from first ad exposure to purchase consideration), the work shifts to the technical features — Hi4 plug-in hybrid technology and fully electric options.

What the marketers said

Steve Maciver, Head of Marketing & Communications at GWM, said: "At GWM, we're proud to have a vehicle in our portfolio to suit every Aussie or Kiwi. Our Haval range is the one for local families of all shapes and sizes. From the Haval H7 Plug-in Hybrid to the upcoming Haval Jolion Max EV and a variety of other hybrid and petrol models, we have a tech-laden and value-driven option for every clan who wants to Bring On More in every aspect of their life."

Sean McNicholas, Head Tinker at Thinkerbell, framed the platform in plainer terms: "Bring on more training trips, school drops, hit the shops. More school bags, sports kits and random gathered bits. More driving naps, backseat snacks and SPOTTO THATs! It's the most important stuff of family life, and this platform will help GWM simply, boldly own it for years to come."

That last phrase matters. 'For years to come' signals GWM intends this as a long-term platform, not a one-off launch burst.

What does this change for the media plan?

The platform rolls out nationally across four channels:

• BVOD (broadcaster video on demand)
• OOH (out-of-home advertising)
• Digital
• Social

The full credit list behind the work:

• Client: GWM
• Creative agency: Thinkerbell
• Director: Paul Middleditch
• Production: Plaza
• Post: Heckler
• Music: Electric Sheep
• Sound: Rumble
• Media: Atomic 212

For marketing leaders, the story is one of portfolio consolidation. GWM is moving from model-by-model promotion to a unified platform spanning petrol, hybrid and EV variants — betting that one family-focused idea can carry an expanding electrified lineup across two markets.