Returning to Auto China in Beijing

ShanghaiWorkLive

June 14, 2024

Our Shanghai team returned with a bang to Auto China Beijing this year, creating immersive brand experiences for four of our iconic clients.

Bringing Ford’s “Unleash, Wild at Heart” to life

We created an interactive stand and hosted an engaging press conference for Ford, highlighting the thrill of on-road driving and the excitement of off-road adventures, to create a memorable and lasting experience for all visitors.

The launch of the all-new Mustang and Bronco supercharged our strategic approach to the stand, experiences, and press conference design. We embodied adrenaline with our Ford Performance-inspired thrill area and Race Day AI activation, while also capturing the spirit of exploration with our wild area and Bronco photo moment.

Unveiling Lincoln’s new brand concept ‘Legendary Luxury Poised Elegance

To bring this to life, we created four distinct American luxury-style living rooms each representing the different lifestyles and experiences Lincoln offers its consumers. These setups reflected the tastes and attitudes of luxury car buyers at various life stages.

As Lincoln’s long-term strategic partner, we aligned with their vision to create the most fitting auto show designs and experiences for the Chinese market, catering to the unique needs of Chinese consumers.

Launching Genesis Magma performance series

The team hosted their most ambitious press conference yet, unveiling four different vehicles to the market, including the China-exclusive G80.

The stand embraced the core ethos of Genesis, emphasising minimalism to create a distinctly Korean experience. A special touchpoint celebrated the Magma launch, allowing visitors to create a light-based souvenir that highlighted the dynamic energy of the performance line. We also introduced a premium blind-box, offering design-centric gifts that elevate everyday life, showcasing the significant impact Genesis has on consumers.

Strategically communicating Audi’s vision

With the launch of the Q6L e-tron in Beijing, we crafted a series of immersive stories showcasing the future of Audi innovations through tangible experiences.

Captivating Innovation Stories

Creating a bespoke Apple Vision Pro experience we highlighted key innovations with the PPE story, to demonstrate the platform’s significance to future EVs, making complex engineering concepts understandable and exciting.

Kinetic Lighting Sculpture

This artistic installation celebrated the dynamic evolution of lighting and product design, featuring OLED 2.0 technology found in the Q6 e-tron and Q6L e-tron. Intuitive animations showcased Audi’s high-end charging services and domestic station deployment plan, helping visitors appreciate the value-added services Audi offers.

Celebrating Audi’s Heritage

To honour Audi’s rich performance heritage, we created a captivating photo opportunity. Visitors could place themselves at the centre of their favourite topics, resulting in highly shareable bullet-time videos.

Comprehensive Marketing Communication

Our marketing communication strategy encompassed teaser videos, warm-up posters, and extensive online and offline coverage of the auto show. We took over the venue and both airports in Beijing with our OOH campaign, unveiling the Q6 e-tron and Q6L e-tron to a broad audience.

Engaging Public Events

We hosted a series of public day panel talks and product presentations, featuring senior Audi members, the former captain of FC Bayern Munich, rally racers, and more. These events brought engaging discussions on various topics to the visitors, enhancing their experience.

Through innovative experiences and comprehensive communication, we brought Audi’s compelling stories to life in Beijing, showcasing the future of automotive excellence.

If you’d like to find out how we can bring your brand to life please email info@imagination.com.