Fun Should Be Easy | Launching Changan’s Deepal S05 to the UK market
C-suite profiling | Event support | Content development | PR
310m
Reach for UK launch activity
105+
Pieces of earned media
40+
Media and influencer test drives
Brief
To support Changan in introducing the Deepal S05 – its second vehicle to launch in the UK market – Woosah was tasked with delivering a high-impact media campaign that would build on initial the brand momentum of the Deepal S07 launch in 2025, while strengthening credibility with UK media and influencers.
The challenge was to elevate awareness in an increasingly competitive EV landscape, reinforcing Changan’s position as a serious, design-led contender while showcasing the S05’s advanced technology, premium quality, and everyday usability.
Idea
Set within The Lakes by Yoo, the UK Changan team created the “House of Changan” – a curated brand world that blended innovation, design, and premium hospitality. Over five days, media and influencers were invited to fully engage with the brand through:
- Insight-led presentations from Changan representatives, outlining global expertise and UK market ambitions
- A comprehensive drive programme featuring 40+ media and influencer test drives across scenic Cotswolds routes
- A dynamic driving experience at Cotswolds Airport, where guests could put their pedal to the metal to explore performance capabilities in a controlled environment
- Elevated hospitality, with curated lunches and evening dining in a luxury countryside setting
The concept was designed to go beyond a traditional vehicle launch – instead, to create a meaningful, memorable experience that reinforced Changan’s growing presence in the UK whilst living up to its motto, Fun Should Be Easy.
Impact
The campaign successfully built on the brand’s UK introduction and delivered strong engagement:
- 40+ media and influencer drives completed
- 105+ pieces of coverage secured
- 310 million total audience reach
By combining immersive storytelling with hands-on driving experiences, we played our part in not only amplifying awareness of the Deepal S05 but also strengthening Changan’s position as an emerging EV brand in the UK – establishing a solid platform for future vehicle launches in the UK.
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