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Launching a model and a brand
Not only was this a launch for the Geely EX5, but it was an event to officially mark the launch of Geely Auto UK, the UK branch of the Chinese automotive manufacturer. This would be the UK audience’s first experience of the Geely brand – it needed to be unforgettable.
It started with a laser show. Then the lasers drew a 3D model of the car. Culminating in the reveal of the Geely EX5. Viewed by 11.5m+ people – live.
You can’t engage with a brand if you don’t experience a brand
Four elements of the Geely brand identified. Four brand experience zones.
Recharge zone
Seat massages and interactive gifting stations.
Design zone
A live silent disco and an immersive poster tube wall that became a light installation as guests took their posters.
Technology zone
A robot display to reveal the inner workings of the car and a green screen for professional photography, with photos added to the photo wall as a live art installation.
Lifestyle zone
A variety of ‘boot’ displays, from paddleboards and golfclubs to buggies and tricycles, to make your lifestyle tangible in an instant.
Media interviews
Auto Express
Auto Sunday
AutoCar
Automotive Media
Automotive News Europe
Bloomberg
Car Dealer
Chinese national media
Financial Times
Fleet media
Fleet World Business Car
Motor Trade News AM
What Car?
“Best launch for a Chinese brand I have been on – totally top notch!”
Richard Aucoc, Motoring Research
“Super impressive set up for the event – really good use of the space with individual rooms!”
Phil Huf, Average Joes