NIU, the #1 Smart Electric Scooter brand in the world, with over 350,000 scooters since launching, arrives in Spain to introduce the N-Series and M-Series. NIU collaborated with Motos Bordoy, NIU’s Spanish distributor, to organize a launch event in Madrid where Spanish press and influencers were able to meet the brand and discover NIU for themselves.
The launch event took place in Madrid on the 15th of March and it was set in a cool urban and centric location. From 12:00 onwards, nearly 70 attendees were introduced to NIU by brand representatives of the global and Spanish team. Guests were welcomed with a little reception with catering and opportunities to interview representatives of NIU.
To create a buzz in social media around the launch of NIU, Spanish-based digital influencers were invited to the event. All invited influencers were millennial who were used to using motorbikes and who’s also a gadgets and technology lover. 10 influencers attended and it resulted in 38 Instagram stories and a global reach of 823,100
During the event, 48 journalists from respective media listened to presentations from Joseph Constanty, Director of International, and Alejandro Castanera, Project Manager NIU Spain, introducing NIU to the Spanish market, followed by a short Q&A.
Urban test drives were conducted through central Madrid, with a route of approximately 2 kilometers. The riders were always accompanied by brand staff as they explored the Spanish Capital on the NIU smart electric scooters.
While attendees enjoyed the brand exhibition and waited for their turn to drive, the exposition area provided catering and included a fun photobooth for NIU fans to take away graphic souvenir photos home.
Following the event, the online, print and television coverage generated a reach of over 15 million, including national coverage from El Motor, La Vanguardia, El Español and more.