Project Details
B.FREEAZY PROD (BFZ) gave life to ‘BYD ATTO 2 Village’ unveiling a bespoke rap anthem, dynamic dance shows, and a video clip with a drone flying amongst 60 ATTO 2 vehicles.
Client: BYD France
Industry: Automotive
Project: “BYD ATTO 2 Village” Marketing Activation
Objective: Introduce BYD’s new ATTO 2 model to an exclusive audience of 500 (journalists, influencers, fleet managers, existing customers, and partner dealers).
Challenges: Paris La Défense Arena is Europe’s largest indoor arena and the home of Racing 92. BYD aimed to transform part of this massive venue into an immersive “village” featuring 60 test-drive vehicles, thematic booths, and a live program that would not only unveil the ATTO 2 model but also entertain and educate attendees
Our Approach:
- Thematic Entertainment: Created an opening song-and-dance performance to transition from the keynote in the stands to the official reveal of the BYD ATTO 2 Village.
- Custom Rap Anthem: Composed a bespoke rap track celebrating BYD’s values and brand identity, performed live alongside top-tier dancers.
- Choreography & Production: Led rehearsals, show flow, music direction, and costume design, ensuring a cohesive brand message throughout.
- Music Video Initiative: Capitalized on the venue and the impressive lineup of vehicles to shoot a full music video for the custom rap anthem, extending the campaign’s longevity and social media impact.
Outcomes
- Immersive Launch Experience: The dynamic transition from keynote to village unveiling kept attendees engaged and excited.
- Global Recognition: BYD’s region managers (Europe, North America, LATAM, MENA) praised the creative approach, elevating brand perception.
- Long-Tail Marketing Content: The official music video connected the February 2025 launch buzz with future model releases, turning event momentum into ongoing brand advocacy.
