The Campaign

We staged a new kind of exhibition experience by placing people – rather than cars – at the center of the booth. The booth was designed as a co-creation playground comprising of a café, a learning lab, a pop-up retail and a communal area to mimic the lifestyle of young digital natives. Guests were taken through a carefully curated journey for them to learn and live the brand. All the design elements fully reflect and accentuate a shared environment. The shared setting helps to inspire guests to start meaningful conversations and to foster a young community that potentially could become LYNK & CO customers.

Creative Execution

To challenge a status quo, our approach was different and fresh. We kicked off the press day with a mannequin challenge to warm up the audience. Then we have LYNK & CO’s SVP to sit on a swing to give his speech before moving on to an informal exchange with special guests. We kept the booth fun and casual throughout the event. Car fanatics and passers-by could drop in for a quick Polaroid at the photo booths and shared it with friends via our H5 app. H5 app is the integrated communication tool for guests to receive brand information, shop at the retail store, and to barter for refreshments at the communal space. DJs kept spinning to keep the ambiance young and fun, while at the center stage entertainers were on schedule to woo the crowd.

Indication of how successful the outcome was in the market

LYNK & CO became one of the most celebrated booths and welcomed more than 100,000 visitors during the 2017 Auto Shanghai. During the press conference, there were more than 150 media coming to cover and have since generated more than positive 17,000 stories. Our booth’s H5 app received almost 1.9 million visits and gained 24,013 unique views. It generated 13,461 potential leads showing an impressive 56% conversion rate. The photo booth proved to be a big hit with about 600 people queuing a day over the 10-day show to have fun and share photos.

Based on the sharing economy business model, LYNK & CO wants their audience – young, digital natives whose ages are between 18 – 35 – to be more comfortable, and to educate the public counterpart to be more open about the concept. We want the audience to see, live and finally believe in the brand. Therefore we created a stage for LYNK & CO to openly tell its concept and to make a long lasting connection with its customers. We designed the booth to be eye-catching, filled it with fun activities which guests could participate via H5 app, and let them fully immerse in the brand’s spirit during their journey. Our goal was to challenge Autoshow conventions and to create a fun environment for guests to come in and learn how the sharing economy could benefit them while driving the future of mobility.