The Roewe W5 SUV, a new car that did not yet have a story to tell, faced a challenge in China, the world's most competitive car market. Up against existing brands with proven credentials and heritage, it needed to find another way to be noticed. A limited edition National Geographic badged version of the W5 was promoted through a range of jointly crafted media focusing on stories of heroism from China's past. The activity preceded a 45% sales uplift. The badged W5 outsold the standard model ten to one, and cars were badged to meet demand.