BYD UK partnered with Uber and Bespoke Events Management to deliver a Partnership Test Drive Series, giving guests the opportunity to experience BYD vehicles first-hand within an engaging, social environment. Rather than relying on a traditional automotive showcase, the series was designed to put people behind the wheel, creating a more memorable way to discover the vehicles while bringing the BYD and Uber partnership to life.
A test drive event needs to give the product the attention it deserves while creating enough atmosphere around it to make the wider experience feel worthwhile.
The challenge was to manage vehicle movements and test drives smoothly while keeping guests engaged before and after their time behind the wheel. The experience also needed to represent two major brands, combining product discovery with hospitality and entertainment without distracting from the vehicles themselves.
We created an interactive automotive experience with BYD test drives at its centre, supported by brand activations, displays, hospitality and entertainment.
Guests could explore the vehicles, speak with the teams and experience the technology for themselves, while food, drinks, live music and a DJ created a relaxed environment around the test drive programme.
Bespoke coordinated the guest journey, event logistics, suppliers and on-site delivery, allowing the BYD and Uber teams to focus on engaging with their guests.
Getting behind the wheel gave guests the opportunity to experience BYD rather than simply being introduced to the brand.
Test drives and vehicle displays sat alongside interactive experiences, food, drinks and entertainment, creating time for guests to explore, ask questions and connect with both teams.
The result was a partnership experience that made the vehicles the hero while using hospitality and entertainment to turn a product test drive into something guests could genuinely enjoy and remember.
Back
