Launching a new brand into the European market at the Geneva Motor Show

AIWAYS, the Shanghai-based personal mobility provider, marked its official launch into the European market with its brand-new, all-electric U5 SUV at the Geneva Motor Show 2019.

To support the launch and ensure that the brand gained a strong foothold in a competitive market, AIWAYS turned to Torque…

Strategy

We took an integrated approach to the Geneva project, combining the expertise of both our PR and social media teams.

Prior to the show, we leveraged our contacts in the international media to secure interviews for three of the chief members of AIWAYS: Mr Fu Qiang (President and Co-founder), Dr Alexander Klose (Executive VP Overseas Operations), and Ken Okuyama (Chief Design Advisor). As well as issuing numerous English press releases and a press kit with full specifications for the U5, we collaborated with our global Automotive PR partners in France and Germany to develop localised material for the French and German media. Our social media team developed a strong brand presence for AIWAYS across Twitter, Instagram, Facebook and YouTube to build excitement in the weeks leading up to the show. By closely coordinating with PR activity, the team ensured that they published posts in a timely fashion to maximise interest.

During the show, it was our responsibility to ensure that everyone was in the right place at the right time, getting the right results. Across both media days, the AIWAYS team was inundated by positive comments and requests for information by the European journalists. Our social media team captured the buzz around the AIWAYS stand, posting photos and videos, as well as live-streaming the press conference and engaging with followers online.

Following the show, we kept the flame burning with a newsletter issued to the European media, featuring a round-up of the show and news on AIWAYS’ upcoming appearance at Auto Shanghai 2019.

Results

In spite of tough targets, Torque surpassed all expectations, securing and coordinating a total of 25 media interviews across both media days. This exceeded the upper target of 20 interviews.

The AIWAYS U5 received media coverage in more than 170 articles across the world, all of which conveyed a strong positive tone, welcoming the brand to Europe. The articles appeared in a wide range of publications, from national newspapers (Der Spiegel, Blick, Le Figaro) to specialist automotive magazines (Autocar, Auto Plus, Automotive News Europe, Motor.es). These were complemented by excellent television coverage by the likes of CNN Money, Arte and Swiss national broadcaster, RTS. All of this coverage achieved an estimated total reach of more than 500 million.

As for social media, AIWAYS received a wave of strong, positive engagement across all channels, featuring in more than 250 posts on Twitter, Instagram, Facebook and YouTube. Together, the posts had a potential reach of nearly two million users.