Geely Electric Arcade

A young girl playing with large colorful blocks on the ground next to a car

A child playing an interactive Frunk Frenzy game inside the front trunk of an electric car outside Battersea Power Station

The interior dashboard and steering wheel of a car with two event staff members visible in front of an Electric Arcade

A summer of discovery for a new name on UK roads

Brand activations
Product launches
PR & influencer experiences

Overview

Geely challenged us to build awareness and familiarity for a globally recognised electric vehicle brand that was still relatively unknown to UK audiences, having entered the market less than 12 months earlier.

With the launch of the all-new Geely EX2 on the horizon, the opportunity was to use the moment to put the brand firmly on the UK map and give people a reason to experience it for themselves.

Our brief was to create a high-impact brand experience that would introduce Geely to new audiences, bring its electric vehicle range to life and drive meaningful test-drive consideration, while using the launch of the EX2 to create excitement, conversation and momentum around the brand.

Solution

Boot Tetris, test drives and a launch above the London skyline

We partnered with Battersea Power Station’s Electric Summer Festival to create a month-long activation that introduced Geely to UK audiences in a way that felt playful, unexpected and distinctly different from a traditional automotive display. Rather than simply putting the cars on show, we created the Geely Electric Arcade; an interactive installation that turned key product features into games.

From Boot Tetris and areaction challenge inside the Geely EX2’s frunk, to a lucky arcade grabber filled with mystery prizes, every interaction gave visitors a reason to explore the cars, discover the brand and engage with its electric technology.

Influencer event

Driving influence for Geely EX2

To build further momentum around the Geely EX2 launch, we then brought influencers, creators and press together at the stunning Art’otel Battersea rooftop for an immersive launch experience. Guests cou

Together, the two experiences gave Geely multiple ways to be discovered, experienced and shared, turning a new entrant to the UK market into a brand people could interact with, talk about and remember.