Introduction
A special new product launch for DJI
In November 2021, Uniplan worked on a special new product launch for the DJI Mavic 3 drone in Shanghai. As the leading agency on this project, we were responsible for all event work from creativity and design to event execution and operation. "To us, this launch is a brand-new try,” the project leader said.
The Challenge
DJI's 2021 drone launch day aimed to showcase the flagship product's sense of luxury and technology. Our task was to communicate the highlights, innovative, leading-edge features and technologies of our brands and new products.
With 120 invited guests and media, the event was held two days earlier than originally planned due to a last minute change, which meant that the team had to adjust their schedule to complete all the preparations and invite all the participants. With only a month to prepare for the event, there were many thrilling moments - a successful project was the end result.
What We Did
Taking it to the next level
From its beginnings as a startup to an industry-renowned drone brand, DJI has achieved innovation and developed key performance and/or technology with each new product release. This time, DJI's Mavic 3 series of flagship aerial drones highlight was about taking image quality to the next level.
To present the efforts and intentions behind this new product, Uniplan defined it not only as a product launch, but as a brand journey closely connected with the brand concept. With the theme of ‘Image above everything’, Uniplan linked DJI's philosophy and development history with the concept of ‘on boarding’ throughout the event. The venue was the former naval aircraft manufacturing facility in Shanghai, bringing a wonderful connection to the brand.
How We Delivered
The team put the theme of flight into the site design.
The boarding platform was a live visual experience, deepening the audience's sense of involvement and immersion in flying. Entering the exhibition area, you would see photos of the venue, images of the sky created an immersive atmosphere, an art installation of paper aeroplanes and dry ice to make you feel as if you were flying freely among the clouds.
As you entered the main stage, the unique entrance and lighting design brought a new perspective, with the lights taking the form of an aircraft fuselage and wings. The stage featured a wrap-around video display, providing a sensory experience.
On the second floor, each DJI product was carefully placed in the product display area, surrounded by images. The sketches of the products displayed conveyed the relentless persistence and effort by DJI behind the finished products.
Wallpaper-quality imagery from DJI enthusiasts led the group from the field to the world, which the team incorporated to present the product in a visually impactful way.
