BYD Unleashes innovative TIKTOK Campaign “Blow up the Badge’ in the UK and France

• Uncovered & TikTok join forces with BYD Dolphin to reshape the narrative of Auto branding through 'Blow Up The Badge' campaign"  
• Tech Visionaries Jacob Faulkner and Louis Moss propel BYD's 'Blow Up The Badge' campaign, set to unveil the future on TikTok in December"

14 December 2023  BYD Auto's award winning BYD DOLPHIN, makes a dynamic entrance onto the streets and screens of the UK and France through a compelling augmented reality TikTok campaign. Crafted in collaboration with the Social Transformation Agency, Uncovered, and TikTok's auto team, this launch initiative strategically positions the BYD badge as the focal point in a series of captivating TikTok films.

The videos unfold in various ordinary urban settings, filmed in a user-generated content (UGC) style to evoke the familiarity of everyday TikTok content. Yet, the boundary between perception and reality is artfully expanded as the BYD badge unexpectedly emerges in unconventional locations: trailing behind an airplane's vapor, intricately etched into the signage of an ornate building, even adorning a bus stop sign.

As a sustainability and tech lead brand, the idea of augmented reality and an innovative platform such as TikTok made total sense for BYD. Mark Blundell, Head of Marketing at BYD said: “Our main goal is to make as many people aware as possible that BYD has arrived in Europe. That's why I was drawn to the 'Blow up the Badge' concept. It's satisfying to see that awareness campaigns can still be creative.”

The creative idea was informed by Uncovered’s overarching mission: to make content people want to watch. “Too often brands begin with what they want people to pay attention to, rather than finding out where the gaze of their audience is already fixed”, said Mitch Syrett, Creative Partner at Uncovered Group. “With BYD, we started with the content, creators and trends that their audience were connected to and immersed the brand in that world.” 

The campaign has also been extended via partnerships with trailblazing tech creators from the Uncovered Creator Network, Jacob Faulkner and Louis Moss.  Scheduled for launch on TikTok in December, "Blow Up The Badge" will immerse newcomers into the future facing world of BYD. 

Pete Blaseby, from the TikTok Auto team, expressed enthusiasm about the collaboration, stating, "At TikTok, we're thrilled to see a new auto brand entering the market and leaning into the creative potential of our platform. The 'Blow Up The Badge' campaign for the BYD DOLPHIN is an exciting initiative that aligns perfectly with TikTok's spirit of innovation and community engagement. We can't wait to witness the BYD DOLPHIN community flourish on TikTok."