[Sports Seoul | Reporter Wi Su-jeong] BYD Korea celebrated the domestic debut of its compact electric hatchback, the BYD Dolphin (DOLPHIN), with an unconventional digital film campaign built around a city-pop aesthetic.
The campaign departs from standard car-ad formulas and presents a content-first video series that blends animation and music. BYD Korea showcases the vehicle’s key attributes — range, surround-view camera, and interior space — through 1980s–90s urban city-pop tracks and an animated visual style, aiming to strengthen brand affinity.
Rather than leaning on performance claims, the films emphasize everyday city life and storytelling to connect with the Dolphin’s core demographic: consumers in their 20s and 30s. The three-part series will roll out sequentially on YouTube and Instagram, as well as in theater spots and other social media channels.
The BYD Dolphin is the first model in the ocean-inspired “Ocean Series.” Positioned as an affordable compact hatchback designed to accelerate EV adoption, it sits on BYD’s EV-only e-Platform 3.0 and uses a 2,700 mm (106.3 in) wheelbase to deliver a roomy cabin. Euro NCAP awarded it a five-star safety rating, underscoring its protection credentials.
Price is a key selling point. The Dolphin’s launch price starts at 24.5 million KRW (about $16,415); with subsidies applied, the out-the-door cost can fall into the low-21 million KRW range (about $14,070), making it a competitively priced EV. Popular convenience features — including a panoramic glass roof and a 360-degree surround-view system — come as standard equipment.
A BYD Korea spokesperson said, “We designed this digital film to function as standalone content rather than a conventional car ad. By pairing the Dolphin’s lively, free-spirited persona with emotive visuals, we aim to deepen engagement with younger buyers.” wsj0114@sportsseoul.com
