Intensity. Driven.
Aston Martin Lagonda × miHoYo HoYoverse Zenless Zone Zero - a gamescom collaboration that turned a car wrap into millions of impressions, without a single media dollar spent.
Proof that partnerships travel further than ads.
Brand collaborations can create significant traction and engagement from both fans and the general public. TAKEOFF Access brokered and produced the collaboration between Aston Martin Lagonda Ltd and miHoYo HoYoverse's Zenless Zone Zero at gamescom - one of the biggest stages in gaming.
A wrapped Aston Martin coupe, styled in the game's signature black-and-gold with hand-drawn character art, anchored the booth alongside life-size character standees and branded set design - a physical crossover fans could walk up to and photograph.
The results speak for themselves: 10.2M views and 363.7K reactions across Instagram, X, YouTube, Facebook and TikTok, plus 15 press pickups - achieved entirely through organic reach and community sharing, without any media buying.
