HOP OXO Electric Bike Launch.
Gurgaon. Delhi NCR. October 2022.
FOR: Hop Electric.
Brief:
- Hop was launching 1st proper electric bike in India
- The bike was developed with lot of testing and has some rock-solid credibility score behind it
- The brand wanted to showcase the rigger that the bike had gone through while developing the product, also wanted to highlight these features very clearly
- The launch had to grand as it is one of its kind bike in India and the brand wanted to get that 1st mover attention and also wanted to establish itself as a reliable brand made in India
Brandbutter (along with Quirky Kraft) Approach:
As the requirement was to get maximum reach out of this launch and also create a 360 hype, we divided the project into 3 aspects
a. Digital Outreach b. Creating reusable content which would highlight the testing of the product and highlighting the features c. Creating impact on site at the launch event by creating mesmerizing experience
Delivery:
1. AV
a. We started with developing the AV which would capture the features of the bike, also simultaneously the showcase catalogue development started
b. We hired 2 massive studios in Delhi NCR and brought the bike to the location and did extensive shoot
c. The shoot also included highlights reels, product part highlights, white shoot and chroma shoot
d. The digital fx setup was created with paint, lights and turntable to capture every single detail of the bike
e. For the next shoot, an extensive outdoor test track facility was taken up in Indore, an 8 pax crew travelled to the location and the bike was shot extensively for over 2 days at various test courses such as water submerged pits, elevations, sharp turns etc.
f. Apart from static and moving shoot, FPV shoot drone was deployed and the expert pilot was brough in from Punjab
g. The FPV shots were done with mind boggling angles and precision and over 1.8 TB of FPV data was shot
h. Now that we had all physical shoot data, we started with CGI (Computer Generated Graphics) and developed more than 13 teaser / product feature videos using the shoot data, FPV and CGI i. Infinity Video loops were created for website and social media deployment
j. The script was done, the music was composed and the final AV production started
k. The production was for a 40 foot wide and 12 foot tall LED screen with amazing pixel clarity
l. Two versions of the AV were developed simultaneously – 4705×1512 px for large format widescreen and full HD version of 1920 x 1080 for digital screens
m. Video teasers were also made for social media consumption
2. Now came the onside event delivery and impact
3. A larg’ish stage was created with wide format LED screen with Mi Bars programmed side wings which gave the whole setup a very Metaverse type of feel
4. A special ramp was created which was used to bring up the bike on the stage from with in the audience
5. The highlight was the entry tunnel which was made with programmed intelligent lights, multi color lasers and mirrors
6. There were also 6 bike display stations provisioned the designs of which were integrated with the bikes itself
7. More than a 1000 giveaways were also designed along with custom T-Shirts for the entire on site staff of the company
8. The event was extremely well received and super successful
9. A complete setup was also created for the live broadcasting of entire event, Brandbutter beamed the event live to multiple channels from the venue using high end IT gear and high speed dedicated lease internet lines with hot backups using cellular 4G technology 10. The audience were happy, the clients were happy… Brandbutter was extremely thankful and happy 😊
