Intelligent electric vehicle (EV) brand JIDU has released a campaign for the launch of its Robocar in the most competitive EV market in the world, China. With over 150 EV brands active in the country, the brand partnered with Media.Monks to find a way to stand out and “outsmart their competitors in every possible way,” the agency said, like designing an experience center to deliver an unparalleled and immersive user experience.
JIDU relies on access to significant insights into the needs of its discerning, tech-savvy customers. With plans to open more new stores in China this year, this data becomes even more crucial to expanding at speed and scale. Yet through traditional retail, sales representatives often have little information about store visitors as they walk in, and consumer insights do not flow back to the brand’s headquarters, said the brand.
To address this challenge, JIDU teamed up with Media.Monks China to a unique retail showroom at Beijing Sanlitun: the “Roboverse” at JIDU Experience Center.
Upon entering, store visitors match themselves with a life-sized, 3D animated ROBO AVATAR designed in collaboration with Chinese artist UV Zhu. As they begin the journey, they can customize their own avatar by answering a set of interactive questions that provide insights into their interests.
https://www.youtube.com/watch?v=ck2FapvbON4
The visitor’s profile and preferences are then used to tailor the rest of the experience, with the avatar guiding them through a WeChat mini-program as they discover the JIDU Experience Center in real life.
“In JIDU experience center, everything represents JIDU’s idea of ‘digital experience’ and the pursuit of it, from human-robot interaction to art designs and peripherals. Technology and innovation of experience is the core of JIDU, and we will continue to bring futuristic and tech-savvy digital experiences to our users, ” said Yiping Xia, CEO of JIDU.
“Our goal was to create an engaging online-to-offline experience where store visitors could meet their personalized ‘ROBO AVATAR’， which guides them through the space based on their interests and behavior,” said Marula Vaz, Experiential Creative Director at Media.Monks.
“By blurring the lines between reality and the digital world, visitors are part of the experience providing valuable data to JIDU and making themselves feel more connected with the brand’s story.”
Credits
Brand: JIDU Auto
User Development Team – Chenchen Lu, Helen Hsu, Nicole Yin
Digital Product Team – Maoyuan Hu, Shichang Lei, Fangwen Ming
Agency Credits
Animation
Senior Post Producer – Aarchish Jain
3D Motion Director/Designer – Taranveer Singh
3D Artist – Srajal Mandwal, Lalramdinthara Dindin, Aysha Ali
Character Animator – Santosh Kumar, Anshuman Dhyani, Mohit Khatri
Character Rigger – Ekta Dixit
Creative
Creative Director – Marula Vazquez
Senior Experiential Creative – Maria Biryukova
Creative – Susan Hsu
Junior Creative Technologist – Nianqi Zhang
Design
Head of Design – Sebastiaan Scheer
Design Lead – Niccolo Gorfer
UI Designer – Wiriyak Suvanmani, Yifan Wang
Animator – Kerby Ng
Concept Artist – Felipe De Barros
Illustrator – Bryan Tham
UX Design
UX Lead – Jeroen Hol, Mei Mei
UX Designer – Iona Ma
Dev
Tech Lead – Ivan Gu
Technical project manager / Developer – Ed Lee
Front-End Developer – Eric Wu, Jonas Tillman
Unity Developer – Martin Koning
Project Management
Lead Experiential Producer – Tianwei Wang
Experiential Producer – Tammy Zhang
Junior Experiential Producer – Layne Shi
PR：
Senior Marketing & PR Director, North Asia – Evelyn Hsu
3rd Parties
Dev
Weifang City Information Technology Co., Ltd
QA
Shanghai Truekey Information Technology Co., Ltd
