- News
- July 5, 2026
BYD Turns the Netherlands Orange With a Nationwide Shell Station Takeover.
Orange is appearing everywhere across the Netherlands as BYD launches the new BYD DOLPHIN G DM-i. The campaign started at the iconic Cruise Terminal Rotterdam, where BYD Nederland introduced the new model in a highly visible launch event. It was followed by a nationwide campaign across the Shell network, extending the impact of the introduction far beyond Rotterdam.
A Distinctive Car, Colour and Campaign Face
The campaign features Giovanni van Bronckhorst, who also became the first Dutch driver of the new model. The combination of a distinctive orange vehicle, a familiar face and a consistent creative identity makes the campaign difficult to miss. It creates a clear and recognisable launch moment across every stage of the campaign.
From Rotterdam to the Rest of the Netherlands
Following the launch, BYD activated a full Shell Station Takeover. The campaign is visible across multiple digital touchpoints throughout the station environment. This enables BYD to reach consumers repeatedly during a single visit, from arrival at the forecourt to their time inside the shop.
Shell stations receive approximately two million visits every week. With an average dwell time of eight to nine minutes, the environment offers more than a short advertising impression. Multiple moments of exposure help brands build recognition, strengthen memory structures and increase mental availability.
Retail Media as Part of a Brand Launch
The BYD campaign demonstrates how retail media can extend a major brand introduction into consumers’ everyday journeys. A high-profile launch event creates initial attention, while nationwide visibility in a relevant physical network builds frequency and continuity. Together, these elements turn a single launch moment into a broader brand campaign. A powerful introduction in Rotterdam, followed by high-impact visibility across the country. BYD is quite literally turning the Netherlands orange.
