To amplify brand awareness for BYD during the UEFA EURO 2024, we designed and delivered a premium experiential marketing activation in the heart of the Dortmund Fan Zone. As the Official E-Mobility Partner, BYD needed a standout presence. We created an automotive display that leveraged the tournament's massive footfall to introduce their electric vehicles to new European markets.

The challenge

We were tasked with executing a high-stakes brand activation within a strict timeframe and a highly competitive environment. The primary hurdle was managing significant delays in client approvals, which compressed our event production schedule. We had to deliver a complex build—featuring custom flooring, structural branding, and secure vehicle positioning—while ensuring the on-site execution remained flawless despite the reduced lead time.

Our Approach

We led the end-to-end project management with a focus on agility and technical precision:

• Agile Event Planning: We implemented a flexible scheduling strategy to absorb delays and realign the production timeline without sacrificing quality.

• Strategic Logistics: We orchestrated the complex transport and logistics required to install the BYD SEAL U DM-i and heavy assets within a secure, high-traffic public venue.

• Stakeholder Coordination: We facilitated seamless communication between the venue, local authorities, and the client to ensure rapid approvals and smooth operations.

• Design-to-Reality Execution: We supervised the construction to ensure the physical build perfectly matched the initial 3D concepts, maintaining strict brand integrity.

WHY THIS WORKED

The project succeeded thanks to our disciplined risk management and collaborative mindset. By shifting to a "just-in-time" delivery model and maintaining close ties with our logistics partners, we ensured the activation was fully operational for the opening match, turning potential delays into a demonstration of operational excellence.

RESULTS & IMPACT

The activation was delivered on time and to specification, serving as a visual anchor in the Fan Zone. It generated significant audience engagement and successfully established BYD as a major player in the e-mobility sector. The seamless transition from digital renders to physical reality highlighted our ability to deliver turnkey event solutions under pressure.

CONCLUSION

This project highlights our core strengths as an experiential agency: creative problem-solving, rigorous logistics management, and the ability to deliver high-impact brand experiences for global clients in complex, large-scale event contexts.