Global trade-shows

GKN: the future of intelligent mobility

Building expert communities

Case study 

Like so many businesses today, GKN are navigating in a highly disruptive world. So, our work for their automotive division has been both deep and far-reaching. More than simply audience engagement, we've supported brand re-positioning and the evolution of the company culture. 

Frankfurt motor show
Shanghai motor show

The backdrop is the relentless push towards eco-friendly transport, with electrification and now the allure of autonomous vehicles. Experts in both engineering and material sciences, GKN's evolving towards a future predicated on software defined solutions and complex data-analytics.

As more components and systems in a vehicle's powertrain, morph into the electric and digital sphere, the group has to act and think like a technology company. 

These changes never take place against static competition. New competitors pepper the landscape, squeezing margins. There can be pressure to set up ops closer to customers. And there's the double-whammy: a need to innovate across legacy portfolios and systems, whilst inventing a new generation of tech.

GKN is one of those rare businesses that has a capacity to re-invent itself, to meet new challenges – managing disruption by shaping the future. 

Working with the automotive systems group, we’ve been helping reposition the brand through customer centres and exhibition stands at tier one automotive shows around the world.

When developing an experiential brand startegy, some guiding thoughts have been:

  1. The consumer is closer than you think
  2. Suppliers (like GKN) are becoming the drivers of innovation
  3. Innovation is a narrative in its own right
  4. Innovation is becoming the brand driver for car marques (GKN's customers) too
  5. No one is in the game alone - the ecosystem is where value is created
  6. For talent, GKN is competing with start-ups and tech companies
GKN Formula Student sponsorship at Silverstone- in search of top software and engineering talent through fun, engaging experiences.

Bearing in mind these market forces, we've gone beyond traditional audience engagement, by looking at experiences which build B2B communities: a conversation borne from on-going, connected experiences. Taking GKNs customers on a journey.

An exciting example of this is the Winter-testing programme, on the edge of the Arctic Circle. What started as an innovative, pop-up event in an extreme location - bringing automotive engineers and designers from the world's major car marquess, together with GKN's counterparts (to test new tech) is now a permanent installation, and sought-after fixture on the calendar.  

GKN Winter testing event, on the edge of the Arctic Circle- forging deep customer relationships through inspiring experiences and collaborative innovation.

The GKN relationship is best-in-class proof of how a truly collaborative approach can transform a brand, across diverse audience touch points and carefully crurated experiences.

View GKN Winter Testing blog here

Further reading