Fuelling Momentum For Dymag At The 2024 ESSEN Motor Show
Making a statement at the 2024 ESSEN Motor Show was DYMAG’S ambition as they prepared for the most significant product launch in their 50-year history. With BORBET leading the event planning and execution, DYMAG worked to create an impactful presence at the show. To support this, WDA Automotive was engaged to enhance brand visibility through social media and PR outreach, ensuring the new wheel gained traction within the global automotive community.
DYMAG is not just another wheel manufacturer – they are the industry leader in lightweight, high-performance wheel innovations. Renowned for their expertise in composites, DYMAG supplies the cutting-edge Carbon Fibre Barrel used by some of the world’s most exclusive hybrid aftermarket wheel brands, including VOSSEN, MV Forged, and Brixton. These partners engineer the wheel centres – typically crafted from forged aluminium or magnesium – creating a perfect blend of strength, performance, and luxury.
In a strategic move to reignite its track, race and motorsport programme, DYMAG has now released its very own wheel – the HALO-X. This brand new all-DYMAG Carbon Hybrid Performance Wheel has been developed specifically for the Porsche GT3 RS. With the Essen Motor Show as the chosen platform for the reveal, DYMAG engaged WDA Automotive to help amplify awareness through strategic communications and media outreach.
The challenge
The launch of the HALO-X represents a landmark moment for DYMAG, further demonstrating their commitment to innovation and engineering excellence. As the most advanced product in DYMAG’S history, the HALO-X was designed to redefine the standards of high-performance wheel technology. This reveal was more than a product announcement – it was an opportunity to solidify DYMAG’S position as the global leader in the automotive aftermarket wheel space. The goals were ambitious: captivate the automotive world with the HALO-X’s revolutionary features, drive widespread awareness, and forge stronger connections with trade professionals and automotive enthusiasts.
To complement its launch efforts, DYMAG worked with WDA Automotive to extend the reach of the event through a focused PR and social media strategy. Leveraging WDA’s expertise in strategic marketing for the automotive sector, we established that the campaign needed to maximise visibility, drive engagement, and generate excitement before, during, and after the ESSEN Motor Show.
The solution
WDA supported the launch with targeted media outreach, engaging content, and a global PR campaign to drive awareness and interest. Each element of the campaign was carefully designed to build anticipation, highlight the wheel’s features, and drive post-launch momentum.
This included a teaser campaign designed to drive awareness and generate a buzz in the weeks leading up to the Essen Motor Show. Messaging which positioned HALO-X was also developed, before web and social media content was delivered. WDA also executed a global PR campaign, with the key Press Release circulated to an extensive network of global automotive media outlets, ensuring widespread coverage across key publications.
The results
Through strategic PR and social media efforts, WDA contributed to generating awareness and engagement around DYMAG’S presence at the 2024 Essen Motor Show. The Director of DYMAG was thrilled with both the interest and reception HALO-X received, commenting that “We are pretty much the star of the show!”
The campaign’s success extended beyond the event itself, achieving an estimated 3.7 million online potential web viewership and a social media reach of 180,000. Most importantly, it brought valuable traffic directly to DYMAG’S stand, cementing HALO-X’s status as a groundbreaking innovation in the industry.
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Real Results
“It was an absolute privilege to play a role in the launch of the world’s first SUPER WHEEL. I’m thrilled by the overwhelmingly positive reception the HALO-X has received and look forward to continuing to support such an innovative and exciting Brand!”
Lee Waterhouse, AFFIMI, FCIM
