he brief For the Australian automotive aftermarket sector , tradefairs have always been key for brands to connect with customers . So , when the pandemic curtailed physical events , it was a moment to explore digital solutions to broaden attendance .

Pico ’ s client , GUD Holdings Limited , owns 20 brands specialising in the marketing , manufacturing and distribution of automotive aftersales market products and asked the agency to help them to create an innovative virtual platform . This was for their community and customers to connect and continue to do business on despite the lack of physical event opportunities . With business travel and physical events largely off the table , GUD Holdings needed a digital solution to keep this dynamic alive .

Insight Branding agency Pico ’ s aim , therefore , was to design an easyto-use and intuitive experience to connect with the audience , enable peer-to-peer networking and product promotion , as well as supporting the needs of mechanics , resellers and service centre owners . The resultant platform ’ s live Q & A function , interactive tech talks and gamification were key features to deliver that engagement .

Solution Held in July and November 2020 , Cars in the Cloud was the ANZ region ’ s first-ever immersive online tradeshow . Pico ’ s team came up with the creative ideas , layout plans , overall 3D design implementation , UX consultation ,

advice on connectivity interfaces , and event management . They also managed client content , the keynote livestream and developed visitor engagement tactics .

A 3D environment was thus created to reproduce the interactivity of real events . Visitors were also able to stop by a ‘ virtual café ’ to chat . The platform offered brands their own bays with live video and chat functions , so visitors could have one-to-one chats with brand representatives and watch video presentations .

In the conference space , visitors could watch keynote speeches by industry thought leaders and training providers . The live Q & A function enabled visitors to interact with the presenters and ask questions .

Sponsors were able to take a presence and had opportunities to share their insights of the automotive industry .

There were Tech Talks - interactive live sessions led by experts from leading brands . The aim here was showcasing new products and building direct relationships with visitors . As a tool , Tech Talks facilitated live and automated content , registration , live video and text chat , all within a branded environment .

Gamification was a further feature , encouraging visitors to explore brand garages and their content . Visitors could accumulate points by engaging with content and finding hidden ‘ easter eggs ’ in the virtual space . The points tallied up to win prizes , with a live leaderboard display showing the results .

Results Cars in the Cloud gave GUD brands

Below : The virtual 3D environment is easy to access and navigate , facilitating meaningful exhibitoraudience communication , peer-to-peer networking and production promotion

and partner brands a unique digital presence . With 1,000 unique visitors and 10,000 content interactions during the first days of launch , the platform was cost effective in terms of building a community for GUD brands .

“ The virtual exhibition gave a vivid , flexible experience for visitors to connect with exhibitors and industry experts . It also enhanced the efficiency of brand-customer communications ,” said Bart Moonen , chief innovation officer , GUD Holdings Limited .

Shaun Whatling , vice-president , business growth , Pico +, told EW : “ We were fortunate to have an ideal client in GUD Holdings Limited . Bart Moonen , chief innovation officer , appreciates that many of the apparently small features of user design can make a big difference to the user experience . I don ’ t think there are many agencies who could have pulled off Cars in the Cloud - but it was a genuine co-creation , and we were both delighted with the end result .”