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Haval Loves You Brings Roses to the Streets of Tunis
Haval's 'Haval Loves You' campaign is a February 2019 experiential activation in Tunisia, created by Tunis-based agency RPMS, in which more than 1,000 roses were distributed to crowds across the streets of Tunis as a Saint Valentine's Day gesture connecting the automotive brand to everyday Tunisian life.
The campaign launched at a moment of genuine commercial momentum for Haval in Tunisia. The brand, represented locally by Atlasauto — identified by Haval Tn as the general representative of Great Wall–Haval in Tunisia — had recorded 6,034 registrations in 2018, according to haval.tn. That figure climbed to 7,550 in 2019, per haval.tn, suggesting that 'Haval Loves You' arrived not as a distress signal but as a confidence-building exercise during a period of real market growth. The objective was not product demonstration. It was affinity: the campaign asked Tunisians to associate the Haval name with warmth, generosity, and presence in their streets rather than with technical specifications or price positioning.
Experiential marketing of this kind is a deliberate choice for an automotive brand still establishing emotional equity in a competitive North African market. Rather than occupying media space, RPMS placed the brand physically inside the daily movement of Tunis — handing roses to people who had not sought out an advertisement. The single media asset documented by adsoftheworld.com captures the activation's character without reducing it to a product showcase. In Tunisia, where word-of-mouth and community presence carry significant weight in purchasing consideration, the street campaign format carries a logic that conventional broadcast creative does not replicate.
Haval entered Tunisia as a challenger brand in a segment already occupied by established European and Japanese nameplates. In Tunisia, the automotive market is shaped by longstanding consumer loyalty to brands with deep dealer networks and long service histories, making emotional differentiation a prerequisite for any newer entrant seeking sustained registration growth. RPMS recognised that a mass-media campaign would place Haval in direct comparison with competitors such as Volkswagen and Toyota, where the Chinese SUV brand would face immediate credibility gaps on heritage and perceived quality.
The strategic logic of 'Haval Loves You' rests on a simple insight: Saint Valentine's Day is a moment when public gestures of affection are both expected and welcomed, lowering the social resistance that a branded street encounter would otherwise face. By distributing more than 1,000 roses in Tunis, RPMS transferred the emotional warmth of the occasion directly onto the Haval name. The activation did not ask Tunisians to consider buying a car. It asked them to feel something positive about a brand — a softer, longer-horizon objective consistent with the awareness phase of a market-entry strategy.
Globally, the SUV segment was under measurable pressure at this time. According to automotiveworld.com, global SUV sales in the first half of 2019 reached 15.06 million units, a decline of 3.1 percent from 15.54 million units in the same period of 2018, even as SUVs' share of total passenger-car sales grew from 35.9 percent to 37.5 percent. In that context, Haval's decision to invest in brand affinity rather than volume-driven promotional activity in Tunisia reflected an understanding that share-of-mind, built through lifestyle-adjacent experiential marketing, would outlast any short-term incentive offer. The roses campaign was, structurally, a brand equity deposit.
Creative direction for 'Haval Loves You' was led by Haykel Azak, according to adsoftheworld.com, with copywriting by Skander El Ghoul and Khalil Mhissen, illustration by Abdelhamid Cherif, and photography by Ahmed Bousarsar. The team at RPMS constructed a campaign around a deliberately simple symbolic gesture — the rose — allowing the activation to communicate across language and demographic lines without requiring consumers to process advertising copy in the moment of encounter.
The choice of roses as the primary creative asset is more considered than it first appears. A rose given on the street on Saint Valentine's Day carries universal cultural legibility in Tunisia, requiring no explanation and generating no friction. The Haval branding attached to that gesture inherits the rose's established emotional meaning. This is a classical technique in experiential marketing: borrowing the affective charge of an existing cultural ritual and associating a brand name with it through physical proximity and generosity. RPMS executed that transfer at scale, with more than 1,000 roses moving through the streets of Tunis in a single activation.
The photographic documentation by Ahmed Bousarsar, as noted by adsoftheworld.com, produced the one media asset this campaign generated for archival and submission purposes. That restraint in documentation is itself a creative decision. A street campaign whose primary audience is the people physically present in Tunis on the day does not need a high volume of produced assets — it needs one image that communicates atmosphere, brand presence, and the human warmth of the gesture clearly enough to function as both a record and a credential. The single asset reported by adsoftheworld.com fulfils that role within the campaign's modest but coherent creative architecture.
No verified performance data for the 'Haval Loves You' campaign specifically — such as brand-lift scores, engagement metrics, or campaign-attributable sales figures — is publicly available. No awards entries or trade press coverage for this activation have been identified across Cannes Lions, Effies, the One Show, D&AD, Clios, the Webby Awards, or WARC, as confirmed by adsoftheworld.com.
The campaign carries a Clapboard Score of 53 out of 100, reflecting a coherent strategic premise and culturally legible creative execution offset by limited documented output — one media asset — and the absence of any measurable or independently reported outcome. The score is consistent with an activation that was well-conceived for its context but not designed with content amplification or award submission as primary objectives.
What the available data does confirm is that Haval's overall trajectory in Tunisia moved positively through the period. According to haval.tn, registrations rose from 6,034 in 2018 to 7,550 in 2019 — an increase of more than 25 percent year on year. Attributing any share of that growth specifically to the February 2019 street campaign would be methodologically unsound without controlled data. What can be said is that 'Haval Loves You' operated during a period when Haval's Tunisian market presence was strengthening, and that an experiential activation designed to build warmth and awareness is structurally consistent with the kind of brand-building that supports sustained registration growth over time. The campaign's structural effectiveness lies in its low-friction consumer contact model and its precise cultural timing, not in any single measurable output.
Haval Loves You was a February 2019 experiential street campaign in Tunisia created by agency RPMS. The activation distributed more than 1,000 roses to crowds across Tunis on Saint Valentine's Day, connecting the Haval automotive brand to an emotional lifestyle moment rather than product features, as documented by adsoftheworld.com.
The campaign was created by RPMS in Tunis. Creative direction was by Haykel Azak, copywriting by Skander El Ghoul and Khalil Mhissen, illustration by Abdelhamid Cherif, and photography by Ahmed Bousarsar, according to adsoftheworld.com. The full team operated under the RPMS agency for the Haval brand in Tunisia.
Haval chose experiential marketing to build emotional affinity in Tunisia rather than compete on specifications against established rivals. Saint Valentine's Day provided a culturally accepted context for a public gesture, allowing RPMS to associate the Haval name with warmth and generosity through rose distribution in Tunis streets rather than through conventional advertising formats.
More than 1,000 roses were distributed to crowds in the streets of Tunis during the Haval Loves You activation in February 2019, according to adsoftheworld.com. The distribution took place on Saint Valentine's Day as part of this experiential automotive campaign created by RPMS for Haval's Tunisian representative, Atlasauto.
No awards have been identified for Haval Loves You across Cannes Lions, Effies, the One Show, D&AD, Clios, the Webby Awards, or WARC, as confirmed by adsoftheworld.com. The campaign holds a Clapboard Score of 53 out of 100, reflecting solid strategic logic and cultural relevance alongside limited documented creative output.
Haval recorded 6,034 registrations in Tunisia in 2018 and 7,550 in 2019, according to haval.tn — a year-on-year increase of more than 25 percent. The Haval Loves You experiential campaign launched in February 2019, during a period of measurable growth for the brand in the Tunisian automotive market.
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