Specialties

The brief

Already the fourth largest car market in the world, India’s demographic dividend still offers vast potential for the world’s carmakers. Among the lengthy list of marques clamouring to establish a foothold is Great Wall Motors (GWM), famed in China for its SUVs and pickup trucks.

GWM’s debut on the subcontinent took place at Auto Expo 2020, a premier motor show held at Delhi’s 235,000 sq. m. India Export Mart. A line-up of eight GWM vehicles was the core of the brand’s 3,150 sq. m. pavilion, with the Indian unveiling of the newly designed, technologically advanced Haval Concept H and Vision 2025 show cars adding an extra measure of crowd-drawing excitement.

Insight

While aiming to maintain GWM’s image as a modern high-end brand, Pico sought to integrate Indian elements and interactive technology into its Auto Expo presence. These would help increase engagement while easing the brand’s local acceptance and boosting brand recognition.

Solution

Among the highlights of GWM’s debut was a series of Pico-designed interactive experiences. In one, Pico created an interactive comic interlaced with GWM history. Visitors could use their imaginations to customise the story, pose for photos with their comics as displayed on a large screen, and finally print the photos as souvenirs in one minute. Elsewhere, guests could enjoy an autonomous vehicle experience, with each session recorded with a GoPro camera and displayed on a large screen as a photo opportunity.

A ‘passport’ system implemented by Pico recorded all visits to the pavilion’s interactive zones. Guests with a complete set of passport stamps were entered into a lucky draw. Another popular feature at the pavilion was a machine that stamped arms with GWM logo ‘tattoos’.

Also proving a hit was the Haval Concept H and Vision 2025 reveal. Pico set a futuristic, high-tech mood with a series of videos inspired by GWM’s advanced vehicle technology.

Characteristically Indian elements of the programme included a special gala dinner with plenty of local cuisine that deliciously endeared the brand to local visitors.