ANTWERP AMSTERDAM BRUSSELS

Lynk & Co ‘How to launch a completely new automotive concept and car brand on the Belgian market?’

PUBLICATIONS
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IMPRESSIONS
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EARNED MEDIA VALUE
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The challenge

How to launch a completely new automotive concept and car brand on the Belgian market? Lynk & Co is not just a new car brand, but also a new way of thinking about mobility. Conveying this idea to the press and influencers was the main objective. Secondly, positioning this mobility concept as a sustainable alternative within a fundamentally unsustainable industry.

 

Services & Approach

UPR set up an intensive road test planning with multiple press cars simultaneously in Antwerp and Brussels. Each drive was preceded by a videocall with the brand to highlight the concept, more than the car. This way we got 95% of the Belgian car press to test the car in a time span of just two weeks. Subsequently, a breakfast with neighbors was planned to introduce the concept of the club to the neighborhood.

  • Creative strategy and roll-out
  • Event concept and production
  • Partner collaborations
  • Media and influencer guestlist


EVENT ORGANISATION

On August 13 UPR opened Lynk & Co’s first club in Antwerp for national and international press and influencers, as stakeholders. To have a minimal footprint, there was specifically taken care of sustainable catering- and other third party event partners.

PR OUTREACH

Over the next couple of months we followed up on the event with one on one press appointments and press trips, and we set up several podcasts and television coverage at the club.

Results

The set objectives were exceeded by over 100% in the first year in the Belgian market. UPR achieved a reach over 4.38 million impressions and a media value of nearly €300,000.