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 our main objective. Secondly, positioning this mobility concept as a sustainable alternative within a fundamentally unsustainable industry was key.
We 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.
On August 13 we opened their first club in Antwerp for national and international press and influencers. All catering and event productions was sustainable to give the event a minimal footprint.
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. As a result, the brand overperformed on its objectives by more than 100% in its first year on the Belgian market.