Leapmotor and cummins&partners Launch 'Jump In' Campaign

In a category teeming with new players and challenged by significant brand misattribution, Leapmotor is carving out a distinctive identity by fusing a colloquial automotive phrase with its brand name.

'Jump In' is more than just a call to action — it’s an invitation for consumers to embrace the future of mobility with Leapmotor. The campaign taps into the energy and excitement of innovation, encouraging drivers to experience the brand’s forward-thinking technology and design firsthand.

“As new brands flood the market, it’s crucial to create a clear and memorable connection with consumers,” said Joanne Stogiannis, marketing and communications director of Leapmotor. “Our ‘Jump In’ campaign captures the joy of driving electric while reinforcing the Leapmotor name in a fresh and engaging way.” Using the iconic soundtrack 'Jump (for my Love)' by the Pointer Sisters and Young Divas the campaign will have families bopping along at home.

The campaign has rolled out across multiple platforms, including TV, digital, social media, out-of-home, and experiential activations, ensuring that the message reaches consumers where they are. Featuring dynamic visuals and compelling storytelling, 'Jump In' aims to establish Leapmotor as a leader in the EV space while differentiating it from the competition.

Campaign writer Sean Cummins from Cummins&Partners said, “We need to employ all the creative craft and tricks at our disposal to get people to remember brands in the auto category. There’s too much interchangeable stuff around to not try hard and do the brilliant basics.

"'Jump in' works for the Leapmotor brand and inserts us into people’s consideration set. It has an Aussie friendliness which is always crucial for new brands to be engaged with. When they do so, they’ll see a car that really delivers something special."

With this initiative, Leapmotor seeks to not only boost brand recognition but also reinforce its commitment to accessible, high-performance electric mobility. The Leapmotor C10 SUV is an incredible first entrant and sits at the cross section of amazing tech and great value. The campaign embodies the company’s mission: to make cutting-edge EV technology an exciting and effortless choice for drivers worldwide.