Staff Reporters
Jun 18, 2018

EMA winners: Best Trade Show/Exhibition

The winning agency helped its client develop an unconventional booth design that set out to bend the rules.

EMA winners: Best Trade Show/Exhibition

This is part of our coverage on GOLD winners from the Event Marketing Awards 2018. See the full list of winners here

GOLD winner: Uniplan
Event: Lynk & Co, The Co-Creation Playground
Brand: Lynk & Co

As a new car brand, Lynk & Co were keen to drive traffic to their booth at Auto Shanghai last year. To do that, Uniplan set out to design an unconventional booth to “challenge the status quo” and focus on a unique customer experience. Because of the brand’s disruptive model, the aim was to target an audience of young, digital natives between 18 and 35.

To do that, the agency used people instead of cars at the centre of its “co-creation playground” and used appropriate design language to indicate youth, urbanism, and a welcoming vibe. The playground included a parking lot that portrayed an urban sharing utopia, an upside-down skyline with LED curtains to reflect the flashy neon lights of the city at night, and a loft-style design without panel partition walls to emphasise openness.

The tangible product – the Lynk & Co 03 concept car – was revealed on press day in a “club box” setting with LED flooring below to display abstract road imagery. There was also a DJ with a producer inside of the cube to create the look and feel of a nightclub. At the end of the show, the booth welcomed over 100,000 visitors and generated over 17,000 positive stories.


Related Articles

Just Published

1 hour ago

Campaign Creation Stories: How Tourism New Zealand ...

Campaign debuts a new series in which brand and agency leaders talk about how they collaborated to bring a great piece of work to life. In the premiere, Tourism NZ and Special Group discuss the somewhat insane idea of creating a daily brand video for a full year.

1 hour ago

CMO Power List 2021: Call for nominations

Campaign Asia-Pacific's CMO Power List, a definitive guide to the most influential marketers in the region, is now accepting nominations for its third listing of top marketers.

1 hour ago

The untapped wealth of WeChat data for brands

Brands are not fully realising the opportunity of both capturing and actioning on WeChat's many data touchpoints, with much data sitting unused in third-party systems. The data and consulting director at Artefact advises how to unlock WeChat's data dam.

2 hours ago

Move and win roundup: Week of May 10, 2021

Mindshare, Tyson Foods Malaysia, WPIC Creative Labs, Nielsen and more to come in our weekly collection of people moves and account news.