CA美好

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BRAND EVENTS

NIODay 2020

Client: NIO
Project: NIO DAY 2020
Location: Chengdu, China
Year: 2020

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Last 9th of January of 2021, NIO celebrated his annual big event NIO DAY. This time, NIO group chose Chengdu as his destination city for holding their event. Nio users and followers from 64 cities joined the event which was retransmitted by 35 different channels online and… wait for it… 1 hundred million people was following the event online!

“NIODAY 2020”, “NIO ET7”, “NIO new car release” were some of the most typed keywords on Weibo and other channels, making the event one of the hottest searches on the web that day and a trending topic to be remembered.

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Following the success of NIODay 2017 and NIODay 2019, CA_ did it again for the third time: NIO Day 2020. This year, CA_ wanted to bring NIO users and followers some hope after the hard times we all have passed in 2020. With that topic in mind, CA_ named the event “Always Forward” bringing everyone hope for the future and strength for new beginnings. This year, for the first time, NIO Day was strictly chosen by its users. They voted the city where to do it, they were involved on the creation of parts of the event, they collaborated with other users… The result: a beautiful event in which creativity, planning and implementation were co-created by CA_, NIO and NIO users.

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NIO & USERS COLLABORATION IN CONTENT CREATION:

The famous Chinese singer Chang ShiLei led the NIO Band to create and perform the theme song of this year NIO event: “Always Forward” which was an ultimate success.

Also, we could see three real stories of NIO users: “Closed windows”, “Long time without Shakespeare”, “Matsutake Guest House”, which gave NIO users and followers the power to believe in a better future and always move forwards no matter what.

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Bin Sir released a series of new points and products: That day, on NIO Day event, he released The Blue Point project which has a clear mission: protect our environment. Together with NIO Life (Blue Sky LAB) which counts already with several environmentally friendly products, he also releases a continuity of it: NIO 150 KWh; a second-generation power station, but one of the most important and special releases was: the new intelligent electric-powered NIO ET7 and its official launch counting also with NAD, an autonomous vehicle that just joined the new era, the future.

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At the end of the event, the famous singer Wang Feng set fire on the stage singing several of his well-known songs: “Brave Heart” and “Bright” and which made the audience to sign and dance along with the singer.

After this NIO Day 2020, NIO upgraded his marketing model and strategy and have strengthened his IP. NIO has definitely settled a new innovation model and benchmark on the industry. From our side, CA_ we will continue helping the brand to move forward and be pioneer on the electric vehicles market.

Let the faith and the courage to push us forward!

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