Lynk & Co Launches “Wonder. Full.” Campaign for Upgraded 01

Lynk & Co has officially unveiled its upgraded model, the Lynk & Co 01, alongside a new marketing campaign titled “Wonder. Full.” The campaign aims to highlight the vehicle’s enhancements, which have been developed based on community feedback. Spanning a two-year period, the initiative will be rolled out across several European countries, including the Netherlands, France, Germany, Sweden, Spain, Belgium, and Italy.

At the core of the “Wonder. Full.” campaign is a hero film called “Let’s Get on 01,” directed by Sam de Jong and produced by We Are Pi. This high-energy advertisement features a family transforming an ordinary drive into a spontaneous city celebration with the new 01 as their co-pilot. The film emphasizes the car’s joyful features, including a panoramic sunroof, 360° cameras, ambient lighting, and even a selfie cam. Lynk & Co describes the upgraded 01 as a vehicle that is “packed with features and packed with joy.”

Mathieu Spencer, Chief Marketing Officer of Lynk & Co International, expressed enthusiasm for the campaign, stating, “The new 01 is a car packed with features and packed with joy. This campaign captures that with humour and humanity.” He emphasized the need for content that feels relatable, aiming to celebrate the everyday moments that make driving enjoyable.

The campaign departs from traditional automotive advertising, avoiding common clichés associated with empty roads. Instead, it showcases Lynk & Co’s distinctive personality, which is characterized as bold, fun, and tailored for the next generation of drivers. Patrick Garvey, Managing Director of We Are Pi, remarked on the industry’s rapid evolution, stating, “The auto industry is shifting so fast that the old playbook is useless.” He further noted that the launch of the Lynk & Co 01 embraces a “burst of rule-breaking personality” that reflects the brand’s disruptive roots.

The Lynk & Co 01 remains central to the company’s identity, even as its vehicle lineup expands. The firm underscores its commitment to designing vehicles that meet the genuine needs of consumers. Many of the new features in the 01 were developed directly in response to user feedback, demonstrating the company’s focus on customer experience.

As the “Wonder. Full.” campaign seeks to attract attention in a competitive market, the effectiveness of this approach remains to be seen. While skepticism often surrounds automotive marketing efforts, the campaign’s vibrant and engaging nature may resonate with potential buyers, providing Lynk & Co with the visibility it requires to establish itself in the automotive sector.

In a landscape where attention is hard-won, Lynk & Co appears to have set a refreshing tone with its latest campaign. The hope is that this engaging initiative will not only capture the interest of consumers but also drive sales for the upgraded Lynk & Co 01.