Event companies India by showtimeindia

VIEWS: 4 PAGES: 33

With BMW holding on to its No. 1 position in the luxury brand market, it was very keen to look at an event experience for the launch of its rugged SUV X3 brand that would shake up the industry and clearly demonstrate its market leadership.

More Info
									16-24 October, 2011. Gurgaon, India.

Guest Count: 1000+.
With BMW holding on to its No. 1 position in the luxury brand market, it was very
keen to look at an event experience for the launch of its rugged SUV X3 brand that
would shake up the industry and clearly demonstrate its market leadership.




                                                                                     SYNOPSIS
An off-beat event idea, never done before, at least in India, an event experience
that had everyone mesmerised and a post-event media blitz that saw the media
going gaga for weeks even after the launch experience got over. An “Xperience”
that will be etched in the minds for a long, long time, surely!




                                                                                        EVENT
Global auto major BMW has been driving change in a highly competitive
marketplace through continually enhancing the aspirational driving experience.

Founded in 1917, the BMW Group is now one of the ten largest car manufacturers




                                                                                   DESCRIPTION
in the world and, with its BMW, MINI and Rolls-Royce brands, possesses three of
the strongest premium brands in the car industry.

Indeed, the BMW brand is often cited as one of the ‘best’ in the world and the
company continues to launch a stream of innovative products through enthralling
on-ground experiences for its prospective buyers.

A first-of-its-kind event for BMW in India, the BMW Xperience involved two broad
aspects. One was to create a 10-obstacle track for the test drive that showcased




                                                                                           THE
each of the xDrive features and off-road capabilities.

The other was the X3 launch event which took place in a 55m x 30m x 9m hangar
that was specially created within the 60-feet deep excavated site!
The main launch event saw participation of over a thousand VIPs, future prospects,
BMW owners and ten Facebook contest winners.




                                                                                     DESCRIPTION
The media session next day saw a turnout of over 250 scribes, reporters and
photographers (spanning national as well as regional press, electronic as well as
internet media) from across India.

The event was recreated over the next eight days that enabled batches of
prospective customers to take test drives. This extended period saw a total
participation of more than 400 prospects.

16 – 24 October 2011. A total of nine days in all. And over 1000 ecstatic guests!




                                                                                             THE
The event objectives. And how we met them!
With BMW holding on to its No. 1 position in the luxury car market, it was very keen to look at an event
experience for the launch of its rugged SUV X3 brand that would shake up the industry and clearly demonstrate
its market leadership.
It is also relevant to mention at this point that traditionally, BMW does not believe in doing hotel-ballroom




                                                                                                                     QUESTIONS
events and invariably prefers an off-beat location. Finding such a location was a challenge in itself in Delhi NCR
that offers almost zero options other than hotels or at best a Golf Club lawn.




                                                                                                                      THE FOUR
Realising the challenge, BMW opened this event to a multi-agency pitch for the first time in almost 5 years of its
existence in this country.
We decided that if we could find a great venue, we were more than half-way there. And when we found an
abandoned site spread over 32 acres excavated till 60 feet below the ground, we knew we had a killer of a
venue!
An off-beat location to make people sit up and take notice, an event experience designed to endear through
engagement. In short, a shake-up act!
The rest, as they say, is history. How else does one describe an event 60 feet down under which had a specially
created, expansive 10-acre, 10-obstacle test track (Experience Zone), dramatic reveal of the track through a live
feed, a spectacular, high-energy performance by Australian troupe Raw Bang announcing the reveal of the X3
that actually left the amazed spectators thirsting for a personal test-drive experience!
Challenges encountered. And surmounted!
The event team on the site surmounted several daunting challenges to create what was a first-of-its-kind
live experience in India.
The fact that there was no access to the site did not deter us and we actually built a road leading down to




                                                                                                                 QUESTIONS
the bottom of the venue.
The vagaries of nature stepped in to add their own challenges, with the heaviest rainfall in the last 59 years




                                                                                                                  THE FOUR
in the region that transformed the venue into a virtual lake. Nearly two hundred 6000-litre tankers were
pressed into service to drain the water out! The terrain itself proved rather hostile as it often sank
because of the sheer weight put on top of it and hence had to be reinforced. The team also had to contend
with mounds of flying dust through the entire duration of the preparation of the venue.
4600 cubic metres of earth was used to shore up an area of 115 metres by 40 metres in order to create a
level, raised area to set up the hangar. Almost 1500 cubic metres of earth was used to create the ten acre,
ten-obstacle test track, which was demanding enough to be completed only with the xDrive. Experts from
Thailand were contracted to create the marvel that the test track actually turned out to be. Six heavy
earth-moving machines were pressed into service continuously for close to sixty days to create the
unusual launch venue, which also involved the movement of over 240 dumper-loads of earth.
What makes this event unique, distinctive &
professionally executed
An off-beat location and a unique and first-of-its-kind launch idea, exploited to the max. How else can one
describe this shake-up act sixty feet below ground level spread over thirty two acres of land that simply




                                                                                                              QUESTIONS
awed each guest!




                                                                                                               THE FOUR
The BMW Xperience was a first-of-its-kind launch event in the history of the Indian automobile industry
and it actually has been unofficially acknowledged in the industry circles as a shake-up act.

The media coverage that the event received was actually quite spectacular and we had a client who was
literally over the moon with the results of what he later admitted was a risk that even his boss was not
keen on taking!

Factors that contributed to the uniqueness of this event:
A hawk’s eye for detailing. Stage-wise briefings; we actually structured the live experience into multiple
subsets, with teams dedicated to each subset. Right from the venue entry point to the personalised shuttle
of guests down to the main event area and the actual event experience, each touch-point was transformed
into a seamless experience of delight for the esteemed guests. The video should say it all!!!
Demonstration of value for budget spent
In this part of the world, more than a habit, it is almost a custom to negotiate in any
business transaction and strike a mutually beneficial bargain.
The BMW Xperience event is a perfect demonstration of this hard fact. On the one




                                                                                          QUESTIONS
level, we managed to elicit reasonable concessions from our vendor partners. The




                                                                                           THE FOUR
off-beat venue, itself, was made available to us at a highly attractive budget, given
our close ties with the owners.
On the other level, for the actual budget spent, we managed to get more than 1000
future BMW prospects from across the country to congregate at the event venue
and actually experience the X3 first hand, a feat in its own right! A similar scenario
might not have been possible in an above-the-line communication exercise which,
anyways, would entail substantially higher investments sans the first-hand
experience!
Printed materials – Entrance signage




                                       BRANDING &
                                          SIGNAGE
Printed materials – Entrance wall




                                    BRANDING &
                                       SIGNAGE
Printed materials – Drop-off backdrop




                                        BRANDING &
                                           SIGNAGE
Printed materials – Patio wall




                                 BRANDING &
                                    SIGNAGE
Printed materials – Reception wall




                                     BRANDING &
                                        SIGNAGE
Printed materials – Roadside signage




                                       BRANDING &
                                          SIGNAGE
Printed materials – Track signage




                                    BRANDING &
                                       SIGNAGE
Printed materials – Track map




                                BRANDING &
                                   SIGNAGE
Printed materials – Bar counter 1




                                    BRANDING &
                                       SIGNAGE
Printed materials – Bar counter 2




                                    BRANDING &
                                       SIGNAGE
   PROMOTIONAL
      MATERIALS
Invite
   PROMOTIONAL
      MATERIALS
Invite
The daunting 32-acre venue, 60
feet down under and the
specially laid 10-acre test track




                                    PHOTOGRAPHS
                                      SUPPORTING
The strikingly lit event entry
point with the guest reception
marquee in the backdrop




                                 PHOTOGRAPHS
                                   SUPPORTING
Road specially built to descend
60 feet down under!




                                  PHOTOGRAPHS
                                    SUPPORTING
The special BMW shuttle cars
to drive the guests down to
the main event area




                               PHOTOGRAPHS
                                 SUPPORTING
Raw Bang’s spectacular
performance and the dramatic
reveal of the test-track live
from the Experience Zone




                                PHOTOGRAPHS
                                  SUPPORTING
A guest negotiates one of the
obstacles at the test-track




                                PHOTOGRAPHS
                                  SUPPORTING
The thirty–foot high uphill
challenge




                              PHOTOGRAPHS
                                SUPPORTING
The making of the event:
The venue in its raw form




                            PHOTOGRAPHS
                              SUPPORTING
The making of the event:
The venue after the first clean-
up




                            PHOTOGRAPHS
                              SUPPORTING
The making of the event:
The test-track being created




                           PHOTOGRAPHS
                             SUPPORTING
The making of the event:
The event hangar under
construction




                           PHOTOGRAPHS
                             SUPPORTING
Media coverage




                                PHOTOGRAPHS
                 In the press




                                  SUPPORTING
Media coverage




                               PHOTOGRAPHS
                 Online buzz




                                 SUPPORTING

								
To top