GWM FieldDays 2026
For GWM, Fieldays 2026 was a major opportunity to build awareness and familiarity with farmers, tradies, rural businesses and families.
The brand had four times more space than the previous year, but no new vehicle launch to create a natural drawcard. In one of New Zealand’s busiest and most competitive events, we needed to give people a reason to notice GWM, spend time with the brand and get closer to the vehicles.
The challenge
With more than 1,200 organisations competing for the attention of over 110,000 Fieldays visitors, simply being there wasn’t enough.
GWM needed to stand out in a cluttered market, build familiarity with its growing vehicle range and demonstrate its capability in a way that felt relevant to Fieldays audiences.
And attention alone wouldn’t be enough. The experience also needed to generate quality leads, fleet conversations and ultimately vehicle sales.
The Insight
At Fieldays, people don’t want to be told what a ute can do. They want to see it, experience it and decide for themselves.
Capability, towing, technology and practical ownership benefits matter to this audience, which meant a live experience could do more than another product claim or display.
And entertainment had to earn its place. Whatever attracted the crowd also needed to lead people back to the vehicles.
Entertain like a stadium. Sell like a dealership.
The idea
The GWM Sales Stadium.
Building on Thinkerbell’s creative idea, Wahs Selling Cars, we brought the concept off screen and to life at Fieldays.
The GWM site became a working dealership with the atmosphere of a Warriors home game. A place people could come for the action, then stay to explore the range, experience the vehicles and talk to the people selling them.
The execution
Inside, visitors could climb into 17 GWM vehicles, compare models and talk directly with dealers.
Outside, a playing field, grandstand, giant screen and live commentary brought the energy of game day.
At the centre was More Can Tow, a live challenge that invited visitors to put their own pulling power to the test alongside the Cannon Alpha PHEV, with live scores and daily prizes adding to the competition.
The Alternative Commentary Collective called the action, Warriors talent worked the stand, and partner brands added to the experience.
But every element had a commercial role. The journey was designed so someone could notice the crowd, stop to watch, take part, explore the vehicles and move naturally into a conversation with a dealer.
PR, social and content extended the experience beyond Mystery Creek and gave even more people a reason to take notice of GWM.
The impact
The Sales Stadium turned attention into measurable action.
Around 1,000 people took on
More Can Tow across four days
32 high-intent leads for dealer follow-up.
17 vehicles sold at Fieldays 2026
GWM's Highest selling event in its 18 year history
Content from the event recieved 883,553 views
