BYD Korea said Tuesday it is releasing a digital film campaign with a City Pop feel to mark the launch of its compact electric hatchback, the BYD Dolphin.
The campaign departs from conventional car ads, presenting a content-driven digital film series that blends animation and music.
BYD Korea plans three videos themed around driving range, a surround-view system and interior space, aiming to convey the Dolphin’s mood and lifestyle appeal and make the brand and model feel more approachable.
The series uses City Pop music and an animation style associated with 1980s and 1990s urban sensibilities, designed to resonate with people in their 20s and 30s. Rather than emphasizing performance directly, it focuses on storytelling centered on everyday city life, music and emotion.
The Dolphin is the first model in BYD’s “Ocean Series,” inspired by marine life, and is positioned as a small hatchback aimed at broadening EV adoption. It starts at 24.5 million won, and with subsidies the purchase price can fall to the 21 million won range.
Built on the dedicated EV e-Platform 3.0, the Dolphin has a 2,700mm wheelbase to secure roomy interior space. Standard features include a panoramic glass roof and a 360-degree surround-view system, among other convenience and safety specifications. It also earned five-star top ratings in Euro NCAP and Green NCAP assessments, BYD Korea said.
“This digital film was produced so it can be enjoyed as content rather than as a car advertisement,” a BYD Korea official said. “We wanted to expand touchpoints with younger generations by expressing the Dolphin’s light and free image through City Pop sensibilities and animation.”
The videos are available on BYD Korea’s official YouTube and Instagram channels and will be released sequentially across other media platforms, including Megabox theater advertising, the company said.
* This article has been translated by AI.
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