New “Wonder. Full.” Campaign from Lynk & Co Highlights Upgraded 01

Lynk & Co has upgraded its original model, the Lynk & Co 01. The model has been re-engineered based on community feedback and “loaded with joyful features,” the company shares. So, with that in mind, Lynk & Co has launched a new marketing campaign to promote it and titled it “Wonder. Full.” The campaign is a big one, as it’s going to run for two years. It is going to be implemented in several European countries.

The company has also brought in a big name to create it. “At the heart of the campaign is the hero film, ‘Let’s Get on 01,’ a high-energy, feel-good celebration of self-expression and family fun. Directed by Sam de Jong and produced by We Are Pi, the spot features a family that turns a typical drive into a spontaneous city party — with the new 01 as the perfect co-pilot. Packed with features like a panoramic sunroof, 360° cameras, ambient lighting, and a selfie cam, the new 01 is positioned as a car full of life — at a price that doesn’t drain it,” Lynk & Co writes.

The video above is quite fun. It’s a refreshing departure from typical car commercials. “With the line ‘Wonder. Full.’ the campaign breaks away from empty-road clichés and embraces Lynk & Co’s signature personality: bold, fun, and built for the next generation of drivers.” It’s a clever, creative approach to get more attention, especially in a segment and industry where that’s so important and so hard to do for a young company.

The company points out that even though it has other models expanding its lineup, the Lynk & Co 01 is still core to the brand and its plans going forward.

Concerning upgrades to the model, Lynk & Co highlights that “The campaign also underscores Lynk & Co’s commitment to designing vehicles that reflect the real needs of real people — many of the 01’s new features were developed directly in response to user feedback.”

“The new 01 is a car packed with features and packed with joy. This campaign captures that with humour and humanity. It’s a celebration of all the little moments that make driving feel enjoyable. We wanted something that felt relatable and real, with just the right amount of fun — and this spot brings that to life beautifully,” says Mathieu Spencer, Chief Marketing Officer, Lynk & Co International.

“The auto industry is shifting so fast that the old playbook is useless, so our Lynk & Co 01 launch ditches empty-road clichés for a burst of rule-breaking personality that mirrors the brand’s disruptive roots, fully-loaded features, and community vibe,” Patrick Garvey, Managing Director, We Are Pi.

The European markets where Lynk & Co is operating and rolling out the campaign include the Netherlands, France, Germany, Sweden, Spain, Belgium, and Italy.

Now … will this campaign sell a lot more Lynk & Co cars? Normally, I’m a bit skeptical of that when it comes to car commercials and marketing. In this case, maybe I’m still skeptical, but I think it’s a big positive that the campaign creates a real vibe and is something a bit different. It could catch people’s attention and pull them to the new brand. That’s definitely what Lynk & Co needs, so let’s hope.