Assignment

In a fast-changing market, BYD aimed to strengthen its position in 2026 as a global brand and leader in hybrid mobility. In the Netherlands, the challenge was clear: how to secure a strong foothold in a competitive landscape, build trust with key partners, stand out in media, and create a lasting impression in the minds of potential buyers.
The launch of a new car, positioned as the most efficient and affordable plug-in hybrid in its class, created the perfect opportunity to bring this ambition to life. It also marked the starting point of a broader yearly campaign, where brand, technology and visibility came together. BYD was looking for a partner who could turn innovation into a real, tangible experience.
By translating the car’s key strengths: efficiency, low cost, long range and smart features... into hands-on experiences, the brand was able to stand out. The launch needed to do more than inform; it had to convince, surprise and activate.

Result

Three moments, one story — each designed for a specific audience: two targeted pre-launch events, followed by a large-scale launch moment for press, partners and influencers.
At the heart of the concept was a carefully designed guest journey. Theater Amsterdam provided the perfect setting. On the main stage, BYD’s strategy came to life through a 180-degree visual show. The screen then opened, revealing the car as it was driven onto a specially reinforced stage.
From there, guests moved behind the scenes. They walked past the car, through the screen, and into an experience area. Here, several interactive activations brought the car’s key features to life.
Guests were invited to share their personal dreams through the “Car Full of Dreams” concept — a direct translation of the brand promise, Build Your Dreams. With “Power to Play”, the V2L function was demonstrated by powering devices and games using the car’s energy. A 360° photobooth generated highly shareable content, while karaoke offered a playful way to showcase the car’s built-in entertainment features.
The combination of content, experience and shareable moments created strong impact. The event generated wide content reach and laid a solid foundation for further growth in the Dutch market: stronger partner relationships, increased interest from potential customers, and a clear positioning of BYD as an innovative and accessible brand