The brief
Lynk & Co is a new brand with a new kind of car predicated on new concepts of lifestyle and connection. All these qualities were to be powerfully conveyed at the opening of Lynk & Co’s first online-to-offline retail space in Hangzhou, China. For Pico, who was responsible for much of the launch’s look and feel, getting the message across would be the key to achieving the client’s goal of attracting ‘modern lifestyle’ visitors into an immersive sensory experience.
Creative execution
For the invited media representatives, key opinion leaders and potential customers, ‘immersion’ began prior to the event at a promotional campaign on WeChat. Created by the team, the platform’s content gained positive initial feedback while building curiosity and anticipation for the launch.
On the launch day itself, visitors enjoyed the sounds and sights of a DJ booth and hip-hop dance performance before exploring every corner of the new retail space. Guests sat inside the cars, examined their design, and learned about the marque’s online ordering system. They could also share the experience on social media via interactive photo booths.
The crowd migrated up to the venue’s 7th floor for the opening ceremony. Here, the team used elements such as graffiti to give the space an industrial, streetwise look that resonated with brand values. A party atmosphere reigned as a DJ, rappers, bartenders and street BMX performers began to entertain the crowd amid stunning lighting effects.
Results
The launch succeeded in grabbing the attention of media and potential customers from the client’s target audience, with approximately 170 guests attending the event in person.
