When Ducati – a long-time client of VOK DAMS China – approached us for an event concept to launch the new Scrambler 1100 and introduce the Scrambler “Land of Joy“ into the China Market, VOK DAMS willingly joined the “Joy-volution“ and set out to create a fun and immersive lifestyle experience that would excite guests in a way that truly represented the dynamic Ducati Scrambler brand.

In the weeks leading up to the event customer engagement was already peaking thanks to a specially designed WeChat-based pre-event campaign, so when the gates finally opened on December 8th Ducati fans were already lining up to experience Ducati’s Land of Joy and the new Scrambler 1100 – a symbol of individuality and freedom, urban lifestyle, street style, and casual cool.

Created from a combination of 3D construction, real props and natural materials, the Ducati brand experience included a casino visit, local and international street foods from branded food kiosks, a barbershop makeover, and custom Scrambler nail art at a sit-down nail salon. Fans competed in a customized bike slow race competition, with the winner receiving a chance to visit the Ducati factory in Italy, and there were plenty of photo and selfie opportunities to satisfy the notoriously social media-savvy Chinese. The Scrambler 1100 bike unveiling moment further engaged the audience with a DJ performance, interactive games, competitions and a Ms. Scrambler contest.