“ Launch of 01 car, the most connected car in the world ”
LYNK & CO is the new global car brand addressing the needs and preferences of a global connected generation and challenging car industry conventions. In today and tomorrows world, mobility is key but connectivity is essential. LYNK & CO’s 01s will always be connected to the internet and to their own cloud. A standard ‘share’ button will let owners control, monitor and share their cars via a smartphone or from the car. For this generation of car users, who are extremely tech-savvy, emotional and technological engagement and connectivity in all its forms is key.
/ THE CHALLENGE
To launch all new mobility brand to the Chinese market in Shanghai on 16th April 2017 to 800 global motor and lifestyle media. Launching the new brand in a disruptive and challenging way and the new 01 car with its outstanding state of the art design features and new technology that allows LYNK & CO’s 01 users to always be connected.
// THE IDEA
Under the Creative Direction of Christian Storm & Kristoffer Holve, we created a one-day immersive experience, The LYNK & CO Disruptive Ride, that revealed not just one, but two new models, the 01 & 03 car, at the same time.
The experience invited guests to join the LYNK & CO Disruptive Ride, a journey through a series of zones, where live performance and technology showcased the strong personality & key features of the brand, connecting guests through shared experiences and collaborative performances.
Each zone was seamlessly connected, encouraging guest mobility and connectivity throughout. The experience culminated in one central arena, immersing guests within the car’s features; climate control, lighting, power, design and connectivity.
The finale, an introduction and reveal of the O1 car by Alain Visser S.V.P. incorporated a live demo engaging all 800 guests. Using the 01’s in-car app-based sharing feature, we demonstrated the cars unique premium specifications of shared mobility and connectivity. A surprise reveal of their next model, the 03 left guests in no doubt about the brands step into the future.
/// THE RESULTS
Created stand out for LYNK & CO in an already saturated time, during the Shanghai Motor Show and performed beyond our client’s expectations by dramatically increasing the brands presence on traditional and social media channels globally.
ALAIN VISSER, SENIOR VICE PRESIDENT, LYNK & CO
” The event location, style, look and feel and content surprised, enthused and shocked the audience in a positive way. The reactions during and after the event exceeded our expectations, but more importantly, the quantity and quality of the media reactions broke records. “