‘One Charge. One Tank. Nine Countries – The OMODA 9 European Challenge won Gold in PR Automotive at The Drum Awards, showcasing a 700+-mile journey across nine countries to prove the OMODA 9’s efficiency and luxury, achieving over 1 billion impressions and 100% positive sentiment.
In June 2025, OMODA&JAECOO UK and London-based specialist boutique PR agency HBPR launched one of the boldest automotive media drives of the year: a 700+-mile journey across nine countries, completed using just one tank of petrol and one EV charge.
As a new entrant to the UK market, launching only in 2024, OMODA UK’s objective was to be positioned as a serious contender in the premium hybrid SUV segment, and to transform the perception of a relatively unknown brand among tier-one media from scepticism to serious credibility.
The aim? To prove the real-world efficiency, performance, and luxury credentials of the new OMODA 9 SHS hybrid SUV, and to challenge the manufacturer’s WLTP (Worldwide Harmonised Light Vehicle Test Procedure) of 700 miles. If successful, the agency needed to secure high-impact, high-reach media coverage across tier-one national, lifestyle, and automotive press.
Over four days, four top-tier automotive, lifestyle, and national news journalists experienced the OMODA 9’s capabilities first-hand. From Michelin-starred dining to five-star hotel stays, culturally rich stops, and stunning driving landscapes - every detail reinforced the vehicle’s design-led ethos and quiet luxury positioning.
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The challenge exceeded all expectations, the OMODA 9 not only completed the journey, but did so in 730 miles… and with range to spare.
Results:
This campaign didn’t just launch a car, it launched a message: SUV luxury is no longer the preserve of legacy brands, and it certainly can be hybrid. Through immersive storytelling, strategic media engagement, and unshakeable proof, OMODA and HBPR delivered a milestone in automotive PR.
Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration? Read our Award Winning Case Studies.
Hannah Burgess PR (HBPR)
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