Brilliance, a Chinese based automobile manufacturer and BMW subsidiary, has been making inroads into Egypt’s manufacturing market for several years. Brilliance has sought to introduce itself to Egyptian buyers as a producer of quality cars. To assist them in marketing their products, Icon designed an advertising campaign to showcase the international standards that have helped propel it to prominence. Beginning with a teaser phase intended to introduce the new car to the direct advertising phase, the company targeted mainly a younger female audience. The FRV campaign highlighted the unique selling propositions a Brilliance car could offer including its range, large cabin space, standard airbags, and ABS brakes, all at the lowest affordable price.