The three-month long Audi e-tron 2020 Seasonal Experience Tour reached the finishing line in December after its tour to six Tier 1 cities in China, including Hangzhou, Chengdu, Guangzhou, Shanghai, Shenzhen, and Beijing. The opening ceremony was held at its first stop, Hangzhou, in October 2020.
Pico delivered brand activation for Audi through various engaging activities, such as roadshows, test drive, and homestay tours, with its expertise in providing creative design and event management services. The experience tour was carefully planned and effectively implemented in all six cities, maximising its reach to existing and potential car owners by imbuing them with pure electric driving and new green travel experiences.
Pico team also designed and set up a roadshow pop-up store with design concept derived from a meteorite. Showcasing the actual Audi e-tron coupled with video playing the different models in the exhibition area of the pop-up store further optimised the audience’s engaging experience. The team harmoniously incorporated green plants in the exhibition area to subtly highlight the environmentally-friendliness of electric vehicles. As KOLs always play a vital role in marketing strategies, a design workshop was created for the brand and the local KOLs to co-hold sharing sessions.