At one of Australia’s most prestigious automotive events, standing out is only part of the challenge. The real opportunity lies in turning attention into meaningful engagement and tangible business outcomes.
Geely Automotive Australia, a long-term partner of Encore APAC, approached Encore with a clear objective for the Melbourne Motor Show: create a standout presence in a highly competitive environment and enable meaningful engagement with a large and diverse audience, delivering brand awareness, customer interaction, and actionable, business development opportunities.
Encore partnered with Geely to design and deliver a custom exhibition stand that balanced strong visual impact with functionality, helping the brand connect with visitors and convert interest on the show floor into genuine customer engagement.
A stand designed to perform
With more than 100,000 attendees expected across the event, the stand needed to attract the crowds and provide ways to interact with them on the stand. Encore designed a clean, contemporary space that showcased five vehicles within an open and accessible footprint, allowing visitors to move easily through the stand and engage closely with the cars.
The custom–built stand featured five vehicles, including two displayed as pre–launch models to gauge interest from show attendees and the latest models in the Geely range. Branded touch kiosks and registration points were integrated into the layout, while a rigged LED frame encircled the stand overhead to define the space and draw attention from across the exhibition floor.
A large, curved LED banner framed the rear of the stand, reinforcing the Geely brand with impactful, bespoke video content, promoting the brand and key elements like their latest in-car audio innovations. Together, these elements created a stand that remained busy with engaged customers throughout the show, while still feeling welcoming, intuitive, and easy to navigate.
Enabling engagement beyond the show floor
A key objective of the stand was to move beyond static display and enable real customer action. Custom designed touch kiosks allowed visitors to explore vehicle features, review specifications, and take the next step in their journey directly from the stand.
A purpose-built functionality enabled visitors to book test drives at their local dealerships across Australia, on the spot. This meant interest generated at the Melbourne Motor Show could be immediately converted into tangible opportunities, regardless of where the customer lived.
By integrating digital engagement into the physical stand, the activation extended well beyond the show floor. It supported the first step of the sales journey at the moment of peak interest, making the experience both intuitive for visitors and commercially effective for the brand.
A collaborative approach on site
As with many large–scale automotive events, delivery extended beyond the stand itself. In addition to delivering the stand, the Encore team assisted with vehicle logistics, including receiving the cars on arrival at the venue and coordinating their movement safely through the exhibition hall and onto the stand.
These moments reflect Encore’s approach to partnership on site. By providing practical support beyond core event services when needed, the team helped create a seamless experience for both the client team and visitors, allowing Geely to stay focused on engaging customers throughout the show.
Beryl Thomas – Marketing Director, Geely Automotive Australia commented,
“Encore delivered a standout activation for the Melbourne Motor Show, combining strong design with a highly practical customer experience. The ability for visitors to explore vehicles and book test drives in their local area directly from the stand added real value for our sales teams.
The Encore team also went above and beyond onsite, supporting vehicle logistics and operational needs so our team could stay focused on customers.”
A strong outcome for Geely
The Geely stand attracted consistently high levels of traffic throughout the Melbourne Motor Show, with strong engagement across both current and upcoming vehicle models. Early feedback highlighted the effectiveness of the stand design and the ease with which customers could interact with the brand and take next steps.
By combining thoughtful experience design, tailored digital engagement, and reliable delivery, Encore helped Geely create a stand that not only stood out visually, but also delivered meaningful results.
