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

Inspired by the city at night and its array of colors, we designed the co-creation playground to resemble a fun-filled parking lot to portray a fascinating urban sharing utopia. Here, with emphasis on openness and connectivity, urban space becomes more versatile and playful as a result of LYNK & CO’s car sharing model. Urban, young and open were the three key concepts that guided the booth’s design language. The exterior was designed with dark hued colors to give a mysterious feel, while an upside-down skyline was created with content on hanging LED curtains to reflect the flashy neon lights of the city at night. Bright colors, sharp lines, and bold shapes were used creatively to express the young spirit of digital natives who live in the city. The loft-style design with no panel partition walls emphasized openness, and welcomed guests to live the brand in the first person.

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.

Instead of having a free flow of customers, we decided to present guests with a carefully curated journey. This helps guests digest information easily and logically considering LYNK & CO unique business idea. They were able to participate in online and offline activities to learn about LYNK & CO while increasing brand awareness and engagement. At the entrance, we placed photo booths and asked guests to install the H5 app and shared their photos to the hanging LED screens across the booth. All interactions both online and offline were done using H5 app which is the designated app to receive the branded content, shop at the retail space and barter for refreshments later on. At the refreshment area, all design elements re-emphasized the idea of shared environment such as seesaw seats or drinks for two juice bottles.