Geely EX2 Launches With an IYKYK OOH Campaign
Geely Auto UK is launching the new Geely EX2 with a campaign built around the feeling of discovering something before everyone else.
Created by Joint, If You Know You Know introduces the compact electric vehicle through a cryptic, design-led platform that makes the audience lean in.
An EV Launch Built Around Discovery
The campaign challenges perceptions of what an affordable EV can offer.
Instead of leading only with price or specifications, the creative turns the EX2’s features into clues.
Street teasers reveal words such as “FRUNK”, “THIRTY SIX” and “RAINBOW”, pointing to the car’s front trunk, 36 storage spaces and 256 ambient lighting options.
OOH That Points Drivers to Dealers
The rollout includes more than 100 tailored what3words posters, each designed to point drivers towards local dealerships.
That gives the campaign a practical layer beyond awareness.
The posters do not just introduce the EX2. They help connect interest with a real location where people can continue the customer journey.
A Design System Built From the Logo
The visual identity uses the Geely Auto logo as a dynamic design system.
The logo creates windows onto the Geely EX2, helping the campaign feel clean, modern and recognisable across OOH, film, social and live launch events.
This gives Geely a consistent look as it introduces itself to new UK audiences.
From Street Posters to Outernet Screens
The campaign also includes an automotive-first TikTok Out of Phone activation on London’s massive Outernet screens.
The activation mixes campaign visuals with insider influencer content, bringing social energy into a public, high-impact media environment.
That same IYKYK aesthetic carried into live launch events through branded merchandise, custom props and immersive experiences.
Why the Campaign Works
- It creates intrigue: Cryptic headlines make people curious before revealing the full product story.
- It turns features into memory cues: Frunk, storage and ambient lighting become simple, repeatable ideas.
- It links OOH to dealerships: what3words posters help move people from awareness to action.
- It feels modern: The logo-led design system gives the launch a clean, confident identity.
- It blends media channels: OOH, TikTok, Outernet, social, film and live events all support the same platform.
The OOH Lesson
Automotive OOH does not always need to show every feature at once.
Sometimes, the stronger approach is to create curiosity and let the audience discover the product step by step.
Geely’s campaign works because it treats the EX2 as something worth finding out about, not just another EV entering a crowded category.
Bottom Line
If You Know You Know gives the Geely EX2 a distinctive launch platform in the UK.
By combining cryptic OOH, tailored dealership posters, social-first media and high-impact screens, Geely Auto UK turns an affordable electric vehicle into a discovery-led brand moment.
For drivers in the know, the EX2 is positioned as small, quiet and practical — but with more space, personality and features than expected.
Plan your OOH campaign
Get recommendations for markets, formats and availability based on your campaign goals.
Request a media plan
Comments
Share your take. Keep it constructive and specific.