Campaign details

Brand: ICONIQ Motors
Brand owner: W Motors
Lead agency: Freeman China
Country: China
Industries: Luxury automotive
Media channels: Events & experiential, Livestreaming, Social media, Virtual & augmented reality
Budget: 500k - 1 million

Executive summary

ICONIQ Motors, a Chinese electric vehicle (EV) start-up that develops all-electric, passenger-focused vehicles with supercar styling, achieved cut-through in terms of online and offline visibility, social engagement and booth visits at the Shanghai Auto Show 2019.

As the Shanghai Auto Show features 1,000 auto brands, 300 of which are electric vehicles, ICONIQ, a relatively unknown local Chinese brand faced major challenges in showcasing its brand and its latest self-driving EV, Muse, at the show.

For a relatively unknown EV car brand, this was impossible unless they were willing to spend millions of RMB in paid media advertising. ICONIQ achieved this result with just its booth and a smartly designed VR art leak out campaign, which was promoted by just five social influencers. This disrupted the usual car show approach, where brands keep their latest car models and booth experience a secret until the actual first day of the show.