Geely Redefines Automotive Launches with the All-New Coolray
A launch designed to engage long before the reveal
Automotive launches have traditionally followed a familiar formula: unveil the vehicle, host the media and showcase its features. While effective, they often begin and end on the day of the event.
For the launch of the all-new Geely Coolray, Geely South Africa adopted a different approach. Instead of focusing solely on the vehicle reveal, the brand developed a campaign that unfolded over several weeks, building intrigue through digital storytelling before culminating in an immersive launch experience.
Central to the campaign was the theme Born to Battle. Rather than introducing the Coolray from the outset, audiences were presented with a mysterious character known only as Ray. A series of realistic Fake Out of Home (FOOH) videos, combining computer-generated imagery with real South African locations, showed an enormous cargo ship entering Cape Town Harbour carrying an unidentified object marked only with the words Born to Battle.
As the campaign progressed, the mystery deepened. Helicopters transported the unknown cargo, simulated broadcast interruptions suggested something significant was moving across the country, influencers joined the conversation and audiences were left asking a single question: Who—or what—is Ray?
By withholding the vehicle reveal, Geely created a narrative that encouraged audiences to follow the story as it unfolded rather than simply watch another product launch.
The campaign reached its conclusion at an immersive launch event where the mystery surrounding Ray was finally revealed.
The all-new Geely Coolray itself reflects that same bold approach. Powered by a 1.5-litre turbocharged direct-injection petrol engine producing 128 kW and 290 Nm of torque, paired with a seven-speed wet dual-clutch transmission, it delivers engaging performance alongside everyday practicality. Premium interior finishes, advanced connectivity and an extensive suite of driver assistance technologies position the Coolray as a strong contender in South Africa's competitive compact Crossover SUV segment.
Priced from R369,900, the range comprises the Nova, Vanguard and flagship Vertex derivatives, each backed by a five-year/150,000 km warranty and a five-year/50,000 km service plan.
*Information provided by the publicist.
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