THE CHALLENGE
Launch events were cancelled.
We rebuilt the showroom, salespeople included, at home.
A new model was ready, and every usual launch route was gone. The brief asked for an online launch better than a regular one, and the obvious answer was to livestream the reveal. But a stream is something you watch. A car is something you buy by standing next to it.
THE GROUNDWORK
Personas, a journey map of a real showroom visit and co-creation with the sales team traced what actually moves someone towards buying.
PREMIUM AUTOMOTIVE BRAND
A premium launch rebuilt for the sofa.
THE TURNING POINT
People don’t decide at the reveal. They decide in the moments around the car.
Seeing it at full size, picturing it in their color, getting inside, asking someone they trust, feeling the room. A stream delivers none of them. So the real question became how to recreate the feeling of standing next to the car, from the sofa.
Full size · Your colour · Getting inside · Someone you trust · The room
THE APPROACH
THE IDEA
Don’t stream the launch. Rebuild each showroom moment for the sofa, then put it live.
WHAT WE BUILT
Five showroom moments, rebuilt around the viewer, each working on one behaviour.
THE RESULTS
AGAINST THE OBJECTIVE
Create an online launch that beats a regular one.
Demand outgrew the English launch, so the showroom learned Malay and Mandarin.
Role : research, strategic concept, metrics and evaluation framework.