95.6M total reach. 446 drive sessions.
GWM / Tech Day
446 drive sessions. 95.6 million reach. A brand that stopped being underestimated.Built as an immersive product showcase and high-performance drive experience for GWM.
The problem
GWM had the product. What it needed was for the people who matter, media and senior dealers, to feel that for themselves. At speed, on the right terrain, with no room left for doubt.
The idea
Tech Day at Lang Lang Proving Ground. Three days. A cinematic reveal environment alongside 446 drive sessions. Dedicated 4WD terrain, handling courses, controlled environments. Torque delivery, hybrid transition and stability experienced first hand by the people who would go out and talk about it.
How it worked
- Staged a cinematic reveal with live demonstrations and deep-dive technology sessions that made the engineering legible without dumbing it down
- Gave media and dealers early access to unreleased global models, creating a reason to talk before the product was even available
- Livestreamed the event globally on YouTube, extending the room well beyond the 285 people in it
Results
+285 attendees across Tech Day
+446 vehicle drive sessions over two days
+95.6M total reach
+Livestreamed globally on YouTube
+Dealer and media confidence measurably shifted ahead of launch