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Special Project

Special Project
From the 15th Annual Shorty Awards

NIO's European Launch

Entered in Auto, Brand Awareness Campaign, Consumer Brand, Global Campaign


NIO launched its products and services for Germany, the Netherlands, Denmark, and Sweden at its European launch event, NIO Berlin. Three new models derived from its NIO NT2 platform will be available, ET7, EL7, and ET5. Through its pioneering products and services, NIO will build a community to deliver the best user experience. Through this campaign, we strived for a successful launch of our regional NIO Europe social media channels to continue building our global community. The goals for this campaign include educating our audiences on the NIO brand story, our vehicles, and differentiators from others in the automobile/electric vehicle industry and offers that NIO provides beyond the car. Through our storytelling, we strive to bring awareness to the benefits of owning an NIO vehicle with various charging options depending on our users' needs. Also, we are sending a strong message to our target audiences about our continuous developments, as we promised.

Strategy and Execution

Strong global collaboration and global communication are key to our European launch success. Upon conception of our social media strategy, it was critical to understand our regional audiences and how we can cater to all. Since the European launch was going to be announced at the NIO Berlin event, we prepared our campaign in three stages: Tease (Pre-event), Reveal (Event Day), and Sustain (Post-event). The teams began the Tease phase about 1.5 weeks before the NIO Berlin event. The teams had prepared various and multiple social media posts and blogs to build momentum and curiosity for the NIO Berlin event. This allowed our teams to collaborate and share assets needed to cater to their region's audience. This was a critical challenge due to differing time zones with headquarters in China and the global team in the United States. By having an organized and well-thought-out execution plan, all the teams could localize the content to their region and promote the necessary stories and posts for our audiences to learn more. The teams also continued the momentum from the Tease phase to the Reveal and Sustained phases. Since NIO has a global audience, the NIO Berlin event was live-streamed on the NIO website for all to tune in and enjoyed. There were 13 Livestream platforms for this event, which attracted a total of 126,403 viewers.


NIO Berlin hosted more than 1,300 NIO users, guests, and media professionals on-site while millions of people joined virtually. Within 24 hours, the teams received thousands of test-drive requests and numerous inquiries about NIO Subscriptions, which our colleagues in Germany, Netherlands, Sweden, Denmark, and Norway diligently followed up on. We saw success in various ways in our newly launched regions through test drive events in Denmark and Sweden and deliveries of the ET7 in Germany and the Netherlands. Through our efforts, we successfully introduced the NIO brand in all regions and other NIO Products, Services, and Communities ranging from Car Displays over NIO Power to NIO Café. Offline we had four car platforms, 4 NIO ET7, 2 NIO ET5, and 2 NIO EL7, displayed at the event, and 13 NIO experts interacted with the guests. The actions generated a talking point on social media from the people who were at the event by creating the hashtag. #ANewHorizon #NIOBerlin


Video for NIO's European Launch

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