Wonderhood Studios

London

INEOS Automotive's first global brand advertising campaign: Built For More

Background

INEOS wanted to move the brand beyond owned & earned channels to attract a more global, premium audience. Moving away from the trend for cosmetic SUVs with complicated technology, the Grenadier was devised by Sir Jim Ratcliffe, who identified a gap in the market for a hard-working 4X4 that combined best-in-class off-road capability with modern on-road driving refinement for people who enjoy the experience and adventure of being behind the wheel.

Strategic Solution

Champion INEOS Grenadier’s unique engineering approach to engage an audience that defies convention- the feeling of possibility that getting behind an INEOS Automotive vehicle can give you.

Execution

The campaign spans TV, digital channels, print, and out-of-home across international markets, including the UK, Germany, North America and Australia, before wider release through online and social media in over 45 markets where the INEOS Grenadier is available. At the heart of the work is a 60-second film that encourages drivers to embrace the outside world by showcasing the 4x4's off-road capabilities.

New Visual Identity

Developed with Wonderhood Design, INEOS Automotive’s refreshed identity shifts from a pure automotive brand to an adventure lifestyle brand. The new look includes a custom ‘Formula 4X4’ typeface, inspired by the vehicle’s embossed details, along with bespoke icons, dynamic motion design, and a bold, refined aesthetic across all brand touchpoints.

1 billion+ global impressions: delivered to date.

Brand awareness: among the target audience grew from 8% to 19% during the main campaign period.

INEOS Grenadier consideration: doubled from 3% to 13%.

Purchase intent quadrupled: from 1% to 9%.

Search interest & global web traffic increased: by 200% across key markets.

10K leads generated: equating to a potential £750M uplift in revenue.

Social audience grew by 32%: reinforcing a strong and loyal community.

Social & Content Impact

Working closely with INEOS Grenadier’s global social team, we have driven strategic community management, creative development, and content creation including INEOS: The outsiders series. The pioneering 4x4 embodies adventure and action, which is reflected in its content and engagement.

72% social follower growth vs. 2023.
40% increase in engagements vs. 2023.
52% rise in video views vs. 2023.
58% growth in impressions vs. 2023.

Conclusion

Through a bold brand repositioning, a high-impact global campaign, and a fresh visual identity, INEOS Automotive has successfully elevated its presence in the premium 4x4 market. By embracing adventure and authenticity, the brand has not only expanded its audience but also reinforced its reputation as a true off-road challenger built for those who demand more from their vehicles.

INEOS Grenadier | Built For More

INEOS Automotive launched its first brand advertising campaign Built for More, introducing the award-winning Grenadier 4X4 to a broad global audience with a multi-channel activation across television, print, social, outdoor media and on-demand video streaming.