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Date/Venue:
2002 - Barcelona / Peramola
Preparation:
Approx. 16 months
Event duration:
14 day and evening events
Back-to-back groups
Target group:
National and international press delegates (print, broadcasting)
No. of guests:
14 x 80 guests
20 x 100 staff
Objectives:
Generate high interest within the target groups and encourage high participation. Reach the general public
Background:
In 2001, COMMPANY won the agency tender for the international press launches of VW´s new PHAETON and the Touareg series.
The agency´s concept was to present both series individually in a joint event concept (pyramid). The reasoning behind the agency´s proposal lay in the assumption that only an "out-of-the-ordinary presentation" for both series, of which each in itself would attract a high amount of attention, would achieve the targeted position in the competitive market of upper class saloon cars and have the desired media effect.
Another concept goal was to signal to media representatives that the company had made a shift from purely a small and middle class vehicle manufacturer into the premium car class.
Due to difficulties with the lead agency that had held the budget to date, the overall concept had to be abandoned. The PHAETON introduction was held by the house agency and COMMPANY developed an extra solution for the Touareg launch.
Agency assignment:
Due to numerous changes in the timetable, location and contents from the client´s side, the agency´s assignment was revised several times. In the end, COMMPANY was commissioned with the entire planning, logistics and show arrangements of the international press event. This included:
Organisational services:
Creative concept work (3 versions)
Entire organisation
Operational planning
Production management
Production assistance
CAD planning
Hotel arrangements incl. accommodation management (guests, crew, VIPs)
Location organisation, evening event (Palau Güell, Casa Battló)
Staff provision (interpreters, hostesses, vehicle curators, security etc.)
Charter flight arrangements and coordination
Organisation of daily helicopter transfers (Peramola / Barcelona)
All food & beverages
Crew clothing / accessories
Design, print + distribution of travel documents
Official authorisation procedures
etc.
Show/s:
Saxophone players (cocktail reception music)
Equipment:
Design and development of a 12 m show truck for the outdoor press conference
Assembly of all exhibition areas (press and staff offices, airport etc.)
Design and equipment of all relay stations
All furnishings/room decorations
Table and room decorations
Floral arrangements for the evening event
Exclusive new development: Multiview Infobowls
Event technical equipment:
16:9 60“video plasma screens
Digital video transfer technology
Wireless simultaneous interpreting equipment
New music for the "Touareg" design film (on-site)
Production of the Infobowl mood animation (DVD)
Sound and lighting at the evening event
External power supply + distribution at all locations
Specials:
COMMPANY´s original event concept foresaw the press launch in South Africa, plus an entire social programme (incl. a meeting with Nelson Mandela). Test tracks, hotels and other facilities in the Cape Town region and in Hermanus, Paarl, Robben Island etc. were already reserved. Due to European deadline collisions at VW, the event was redirected to Spain by VW at short notice.
In less than 4 months, COMMPANY had to reorganise the entire event to take place in Barcelona/Peramola, and subsequently arranged the necessary infrastructure and stage-management.
COMMPANY´s own-designed multimedia Multiview Infobowls were used for the first time at the evening events in Barcelona (Casa Battló + Palau Güell), with which the guest lists, the menus and a Touareg mood film were presented.
To simplify future projects (all Touareg event participants had to register per fax) COMMPANY developed OPECA, a web-based participant registration tool