VanMoof produces high-end electric city bikes. For their brand new third-generation models— the S3 and X3—they planned a live, in-person event in early 2020. When the event could not proceed, due to COVID-19, VanMoof needed a new way to reach their audience. Resn had the opportunity to rethink what a live launch event could be, turning a physical event into a physically-distanced online product launch campaign.
To redefine the concept of a product launch, we created a digital platform that seamlessly combined live streaming, short films, interactive 3D, and live Q&A into a single online event. We built the VanMoof S3 & X3 to host the event and broadcast it live on the internet.
A physical venue means traditional product launches have limited attendance, with places usually reserved for media and key influencers while everyday fans and members of the public are excluded. By moving the event online, we were not limited by physical space and we could open the event to a global audience. The event was publicised via social media and special invites were sent out to VIPs and the press ahead of time to tease the launch and build hype.
The show kicked off with an introduction by the VanMoof co-founders who explained the online format and how to participate. We revealed the new e-bikes with a dramatic animated video sequence. Immediately following the product reveal, all attendees were able to independently control, move and interact with two virtual e-bike models before the hosts elaborated on the ground-breaking features.
The 40-minute launch event was a massive success, attracting over 6000 attendees from around the world, making it VanMoof’s biggest product launch ever. The campaign generated 4400 sales in the first 24 hours and sales for 2020 has been +20% above target to date. The campaign generated 100 press articles worldwide in just three days and 250 in the first week.
About the campaign, Taco Carlier, CEO & co-founder of VanMoof said: “We’ve never been able to share a launch experience with so many people at once. The VanMoof S3 & X3 launch was the most successful and most-viewed in VanMoof’s history. Right now, I couldn’t be happier!”
The current version of the S3 & X3 website represents the evergreen tail of the campaign where it continues to allow new riders to discover the e-bikes and their many features. The site features 3D versions of the bike that highlight six unique tech features and brings together video, interactive 3D and audio in a seamless experience. Guests can also experience the bikes in AR and follow links to purchase them from VanMoof’s online shop on the company’s main website.
