CLASSIC STYLE, MODERN TOUCH
The activation featured curated touchpoints surrounding the GWM Ora EV, a fully electric vehicle designed to combine sleek, modern styling with innovative technology. Visitors were invited to explore the car’s standout features, including its aerodynamic curves, intuitive infotainment system, and sustainable electric powertrain, creating a hands-on, informative experience. Custom furniture provided comfortable spaces for conversation and connection, while the integrated iPad counter allowed the team to capture visitor details efficiently. The interchangeable TVC wall highlighted dynamic visuals and detailed specifications, reinforcing the vehicle’s cutting-edge design.
Lighting and layout were carefully planned to showcase the Ora’s soft pastel blue finish and signature curves, creating a visually striking focal point that drew attention. The setup encouraged interaction and engagement, leaving shoppers with a clear understanding of the Ora EV’s unique combination of style, technology, and sustainability while positioning GWM as a forward-thinking leader in the electric vehicle market.
WHAT THE CLIENT WANTED
GWM wanted to showcase the ORA on a national roadshow, starting with Chadstone, to build awareness and generate excitement by bringing the vehicle directly to consumers. Each stop needed to deliver a memorable, hands-on experience that allowed visitors to explore the ORA’s distinctive design, advanced technology, and innovative electric features.
The goal was to position the vehicle as a serious contender in the growing EV market while offering engaging opportunities for attendees to interact with the car, ask questions, and understand its benefits. The activation had to be visually striking, immersive, and informative, leaving a lasting impression at every location.
Creating the Glow
The aim was to create a compelling presence for the ORA that highlighted its innovative electric features while also connecting with audiences on an emotional level. By taking a modern spin on a classic car, the design blended nostalgic cues with futuristic detailing, creating a vehicle that felt both familiar and forward-thinking. Every aspect, from the exterior finishes to the lighting and display elements, was carefully considered to evoke a sense of excitement and curiosity.
The focus was on creating a “glow” around the ORA, making it the centrepiece of the activation and ensuring it drew attention from across the venue. The design needed to communicate advanced technology and sustainable innovation while remaining approachable and visually striking. The overall goal was to position the ORA as a bold contender in the EV market, leaving a lasting impression on all visitors and generating genuine enthusiasm for the brand.
HOW WE ACTIVATED
The 8×3 space for GWM was custom-designed to create an engaging and interactive environment that encouraged visitors to explore the ORA EV. Furniture was strategically positioned to facilitate conversations and provide comfortable areas for attendees to learn about the vehicle. A lockable counter was equipped with an iPad for lead generation, ensuring that every interaction could be captured and followed up efficiently.
An eye-catching interchangeable TVC wall highlighted key specifications and features of the ORA, giving visitors a visually dynamic and informative focal point. The layout was carefully planned to maximize engagement, allowing traffic to flow naturally while keeping the vehicle and product messaging front and centre. Every element, from display surfaces to digital content, was integrated to support an immersive experience, helping attendees connect with the brand and understand the unique benefits of the ORA EV. The activation successfully combined style, functionality, and interactivity, leaving a memorable impression.
