From 15-24 November 2024, automotive brands from around the world flocked to the 22nd Auto Guangzhou exhibition at the Canton Fair Complex to showcase their very latest models and features. To ensure that exhibition visitors would be engaged in their cutting-edge tech, electric vehicle brand BYD appointed Pico to provide comprehensive design and management services for their booth.
Insights
Pico’s core objective was to create a fully immersive journey for visitors to engage with BYD’s technologies. The team leveraged their digital and creative expertise to develop an integrated brand experience that included both offline gamification elements and online resources, fostering visitor participation and social media sharing.
Solutions
Virtual drive
To highlight BYD’s technological prowess, Pico designed a virtual drive and race that allowed participants to control cars via mobile devices as they competed on a virtual racing track. An interactive deck further demonstrated the marque’s tech in real world scenarios such as parking and driving. Both experiences helped to immerse visitors in the cars’ performance and convenience features.
Interactivity
A series of playful challenges helped to further reinforce brand identity while showcasing the marque’s technologies. Using VR headsets and mindwave sensors, visitors could navigate their avatars around the features of BYD’s ‘Ocean Series’. A motion-tracking game zone allowed users to collect tokens with brand features.
Audience connection
A custom-made mobile app complemented BYD’s physical booth to create an integrated brand experience. Functions of the app included an introduction to the booth, game point collection, and entry into a lucky draw, enticing visitors to engage while collecting their information to facilitate sales conversion. This multi-channel solution encouraged offline audience interaction while strengthening online and long-term brand connections.
