Nothing is impossible if we never stop learning
Never stop believing in yourself
The SAIC Volkswagen Tiguan L Pro launch held in May, faced many challenges, but through self-trust, planning and teamwork, Yoyo Xu (Account Director) turned obstacles into success, delivering a groundbreaking event.
The May launch of the SAIC Volkswagen Tiguan L Pro, revolved on a concept designed to position the car as an innovative disruptor in the world of fuel-powered vehicles, directly competing with the rising popularity of electric cars. The goal was to deliver a bold, memorable event that embodied the cars tagline of being a “game-changer in intelligent fuel-powered vehicles.” The clients expected something unseen and out of the ordinary. Even if the project seemed difficult and impossible with the trust, she has in herself, Yoyo was confident in taking the challenge.
The events centerpiece was a groundbreaking spherical stage design, which opened to reveal a 400-squre-meter LED screen with dual-sided projection. This innovative structure required four months of meticulous preparation and coordination.
The technical complexity of the launch was immense. From the stage mechanics to project images on irregular surfaces, everything was a first. The first rehearsal of pre-construction was unsuccessful as it was conducted in an outdoor space, where environmental factors like wind affected stability and projection quality. Recognizing the importance of refining the setup, the team adapted quickly, scheduling a second trial in an enclosed space to refine the system and ensure stability. Despite these challenges and having to rebuild the construction three times, Yoyo stayed confident, driven by the purpose to achieve something unpresented.
Always trust the team:
Bonded with the team by overcoming the obstacle
“One of the keys to success in such high-pressure situations is the trust in your team” this is what Yoyo shares in an interview while sharing the challenges she could overcome in the VW launch.
Yoyo credits the project’s success to strong teamwork and transparent communication with the client. Despite the technical difficulties encountered during the process, she remained steadfast in her commitment to the vision. While she took the lead on client communication and reassurance, the technical team resolved the problems behind the scenes. Yoyo believes that learning is a constant process whether it’s developing her own skills or gaining insights from her team’s expertise, it helps her adapt and grow in the face of difficulties.
Ultimately, the launch was a resounding success, with approximately 1,000 attendees and a wide-reaching live stream audience.
This project is a testament to her ability to think creatively, navigate challenges, and push the boundaries of event design. It stands as a highlight in her career, exemplifying her skill in executing innovative projects that leave a lasting impact.
Empowered by passion, driven by profession
Yoyos passion for offline events comes from her love for authentic, interactive experiences that bring people together. She values the ability of real time communication, human connection, and immersive engagement, qualities she feels are often lost in digital settings. Her enthusiasm of creating memorable, tangible experiences has been a driving force throughout her career.
Her entry into the automotive industry was unexpected yet transformative. After graduating, she initially worked on fan engagement projects but was soon introduced to the offline advertising industry through a friend. This led her to join a company that specialized in projects for BMW. Working there sparked her admiration for cars.
For her the automotive sector is not just another industry, it’s a perfect mix of technology, design, and performance. One of her favorite projects she likes to work on are test drives, particularly the organization for the long-distance test drive event for Ford, which took place from Erdos to Changbai Mountain. This experience combines her passion for cars with the excitement of exploring diverse terrains and stunning landscapes. Bringing vehicles to life and showcasing their capabilities in real-world scenarios.
Yoyo also enjoys the challenges that come with planning these events, from crafting unique routes to manage the dynamic interaction with participants. For instance, when lifestyle media participants caused a significant accident, which presented additional challenges in terms of logistics and insurance management. While this is very demanding, she appreciates the challenge of creating events that reflect the innovation and luxury of the brands she works with, making her role in the industry not just a job but a fulfilling career path.
“Empowered by passion driven by profession” Yoyo embodies a dedication as radiant and life-giving as the Shanghai sunlight from the window shining on her face. Her current role at AVANTGARDE Shanghai, allows her to leverage this extensive background to lead impactful offline events. With a proven track record of delivering exceptional results for high-profile brands, she continuous to shine as a leader in the automotive events space, turning her passion into a guiding light for every project she undertakes.
