Drive Event

When the client launched their first SUV, it wasn’t just the launch of a new model but their launch into a whole new marketplace. Regarded as one of the most strategically important launches that the brand has ever undertaken, we had to ensure the dealer network, heads of business, internal staff, fleet customers, sales and after sales were fully prepared for the launch by fully immersing them in the brand and product.

To reach this multitude of audiences, whist maximising cost savings and synergies in delivery, we developed a nine day immersion event that would engage, educate and enthral over 1200 people. Holding the event in one location for the whole network and reusing core assets across the days helped to deliver significant cost savings.

The day provided a total immersion of the product giving guests the opportunity to experience, and compare, the production version for the first time. There was also the opportunity to compare key competitor models via test drives and static displays as well as simultaneous training sessions including off-road, competitor analysis, technology, city course, high speed bowl and hill route.

Hosting this at a specialist automotive proving ground meant the car could be pushed to its limits, especially off-road. For the fleet audience we also took the opportunity to provide drive experiences of other brand models, including test laps with pro-drivers of their high-performance cars.

Our primary aim was for people to leave the event as enthusiastic advocates of the brand – and with 99% positive feedback from attendees that’s exactly what we did.