NIO is a pioneering next-generation car company based in Shanghai and focussed on a new model 'user' experience in vehicle ownership and mobility.
In the most fast track build-up of a global enterprise, brand reputation needed to be pre-loaded. The creation of the NIO EP9 Supercar was the focal-point of a series of audacious record attempts intended to demonstrate world-class competence and technological proof points. The development of the car and its record-breaking feats had to be memorialised and leveraged to set a precedent within the ‘EV’ start-up explosion.
Launching a car company from the ground up is a cost-intensive exercise and NIO were entering a space dominated by manufacturers with legacy and experience in abundance. Our challenge was to help NIO put their brand on the map at the brand's launch with a statement.
Working with the founders to identify the best way to do this, the directive was to create a halo performance product that would be capable of breaking records on some of the world’s most recognised racetracks driven by an all-electric drivetrain.
As well as building a brand and market positioning for the EP9 supercar, Interstate were tasked with developing the key film collateral for the project and ongoing coverage of the performance programme as it took the EP9 to racetracks and motorsport events around the world.
The filming approach could not take a standard format if the brand was to achieve standout. The cliché ‘Top Gear’ approach was the antithesis of what was required and in order to achieve a new direction, Interstate developed creative treatments for the films that centred around two focal areas - Technical Capability and Performance.
Building competent teams to deliver the differing filming scenarios in remote and occasionally unforgiving environments, Interstate led the creative development, pre-production, production and delivery of final outputs for films across England, Germany, France and America. Liaising with a performance team required understanding and careful liaison as the team needed to break records as well as produce marketing collateral.
Nürburgring, October 2016
Paul Ricard, November 2016
Circuit of the Americas, February 2017
Goodwood Fesitval of Speed, July 2018
With the delivery of the ‘Nürburgring Lap Record’ and the ‘Technical Proving Ground’ films, for the inaugural brand launch event in London we have subsequently delivered film collateral for; the autonomous record set at the Circuit of the Americas in Austin, Texas, a return to the Nürburgring to take the overall track record and the hill climb debut at the Goodwood Festival of Speed. As well as the main pieces, numerous event and social media specific pieces of content have been developed and viewed by millions globally.
The NIO EP9 Supercar alongside the Formula E cars were used as physical proof-points outside the NYSE at the time of NIO's IPO in 2018, just four years old.