At We Are Nameless, we thrive on creating unforgettable experiences, and the launch of BYD’s first hybrid car in the UK, the SEAL U DM-i, was an exceptional challenge and opportunity. With less than four weeks to plan and execute, our team pulled together an extraordinary event that showcased our ability to bring creativity, innovation, and flawless execution to the table.
The task was monumental: turn the Farnborough Exhibition Centre, essentially an empty shell, into a visually stunning, immersive space that captured the spirit of the SEAL U DM-i and BYD’s Ocean Series design ethos. This transformation was not just about décor—it was about making the venue an experience in itself, with a perfect balance of form and function.
Transforming the Farnborough Exhibition Centre: A Spectacle of Innovation
The heart of the event lay in our ability to reimagine the Farnborough Exhibition Centre, transforming it from a blank canvas into a sensory-driven space that reflected the cutting-edge technology and design of BYD's SEAL U DM-i. Inspired by the sleek and fluid lines of BYD’s Ocean Series, we designed a space that felt alive and interactive, immersing guests into the brand's ethos the moment they stepped inside.
We began by creating an impressive illuminated walkway that greeted attendees as they entered, drawing inspiration from the SEAL U DM-i’s design language. The light installation was crafted to evoke the car's oceanic influences, using fluid, dynamic lighting that subtly changed colours and patterns to reflect the calm, yet powerful nature of the hybrid vehicle. This set the tone for what was to come, making the first impression unforgettable.
As guests moved deeper into the venue, they were met by a jaw-dropping 25-meter-wide screen, which served as the backdrop for presentations, video showcases, and entertainment. This screen allowed us to introduce the car with stunning visuals, capturing the attention of the crowd and setting the stage for the night’s main attractions. It wasn’t just a screen; it was a storytelling tool that connected guests to the SEAL U DM-i’s features, aesthetics, and innovative technology.
But perhaps the most exciting technical achievement was how we integrated the car’s own cutting-edge features into the event itself. Using the SEAL U DM-i’s Vehicle to Load (V2L) technology, we powered several key elements of the launch. This included an indoor/outdoor cinema that used the car’s energy to run the entire setup, including projection, sound, and lighting. Attendees could relax, watch promotional content, and engage with product features—all powered by the SEAL U DM-i.
In addition, we incorporated fun, unexpected features like popcorn machines and 360-degree selfie cameras, all powered by the car. These interactive experiences not only provided guests with entertainment but also highlighted the versatility and innovation of the SEAL U DM-i’s technology. It demonstrated, in real-time, the practical applications of BYD’s cutting-edge hybrid tech, making it tangible and memorable for everyone in attendance.
Throughout the day, over 45 SEAL U DM-i cars were utilised for test drives, allowing dealers, press, and influencers to experience the vehicle firsthand. From the intuitive drive system to the hybrid efficiency, the car was given the spotlight, showcasing its capabilities in a real-world setting. These test drives were key in cementing the SEAL U DM-i as a major player in the UK hybrid market.
Bringing Content to Life with Influencers
The transformation of the venue was only half the story. In today’s world, content is king, and at We Are Nameless, we knew that the success of the SEAL U DM-i launch would also depend on the quality and reach of the content created at the event. We didn’t just want attendees to experience the event—we wanted the world to see it through the eyes of influencers, content creators, and automotive experts.
We partnered with over 35 influencers and content creators to ensure that the launch received maximum visibility across social platforms. These included prominent figures like Yianni from Yiannimize, Paul Wallace from Supercars of London, Tom Exton from TGE TV, Nicki Shields from Electrifying and Formula E, and Harry Benjamin, a popular F1 commentator, among others. Each of these influencers brought their own unique style and audience, which allowed us to reach a diverse demographic of car enthusiasts, tech lovers, and lifestyle followers.
Working closely with these influencers, we crafted content that was engaging, authentic, and on-brand for both BYD and the influencers themselves. The goal was to capture the excitement of the event, the innovation of the SEAL U DM-i, and the transformative space we had created. We knew that by harnessing the power of influencers, we could bring the experience of the launch to a global audience in a way that felt personal and exciting.
To further amplify the reach, we equipped the venue with 360-degree selfie cameras, powered by the car, which influencers could use to create dynamic, engaging content on the fly. These cameras allowed creators to capture themselves with the car in unique ways, ensuring that each post, video, and story had a fresh perspective that stood out in the crowded digital landscape.
The content didn’t stop at the influencers’ social media. Our in-house content creation team captured every key moment of the event, from the illuminated walkway to the test drives, the party, and the influencer interactions. This content was designed to be repurposed across BYD’s social channels, ensuring that the buzz generated by the event would continue long after the launch day.
The Evening: A Celebration of Innovation
As night fell, the venue was transformed once again, this time into a party space that celebrated the SEAL U DM-i launch in style. Presenter Danni Menzies hosted the evening, guiding guests through a night of entertainment and celebration. The event featured performances by Violight, whose electric violin show added a high-energy, modern vibe to the event, and High on Heels, who got the crowd moving with their live music set.
DJ Destruction, a BYD event regular who had played at the Goodwood Festival of Speed, brought the energy to a peak with his set, keeping the atmosphere electric and the audience engaged. These entertainment choices weren’t just background noise—they were carefully curated to reflect the innovative, forward-thinking nature of both BYD and We Are Nameless.
Making the Impossible Happen
The BYD SEAL U DM-i launch was a testament to what we at We Are Nameless do best: make the impossible happen. Our full-service, integrated approach, from event planning to influencer partnerships, content creation, and technical execution, ensured that every detail was perfect.
We extend a heartfelt thank you to Mark Blundell, Cathryn Hancock, and Rachel Goodwin from BYD UK for entrusting us with this important launch, and to our technical partners, Connect Live, for delivering world-class production support.
At We Are Nameless, we don’t just create events—we create experiences that leave a lasting impact, and this launch was no exception. Through creativity, innovation, and a relentless drive to succeed, we proved once again why we are more than just an events agency.
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