Chinese-Swedish automotive brand Lynk & Co held an event at the Fuji International Speedway race track at the foothills of Mount Fuji in Oyama, Shizuoka to launch their new vehicle model, the 03. Pico was assigned to handle the project after already working on Lynk & Co launches in various cities across China in the last two years.
The objective provided by the client was to deliver an impressive launch and press event to show the audience how the new model and the brand can be differentiated from competitors. This resulted in an 'immersive race track' on-site experience. To kick off the demonstration portion of the event, a fleet of 03 cars were tested on the speedway, with media members following close on a safari-style bus so that they could feel the driving force of the new car.
Within the site, five zones were created including Design Space, Power Space, Brand Space, Driving Space and Car Racing Space which displayed the brand’s vehicle design, mechanics, brand history, and electronic systems. There were also brand-themed interactive activities, like a DIY postcard workshop, interactive photo-taking and a hand-painting booth alongside ten food trucks serving Japanese fare.
For the actual launch at nighttime, an opening video of Lynk & Co milestones was played for guests followed by an introduction of the 03 on stage which was brought out amidst a light and sound-filled car show by six star racers. The launch also included a fashion show with crossover fashion products from Spanish sportswear brand Joma, with 30 models showcasing fashion items onstage.