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 Company: Opus, Milton Keynes, United Kingdom
Company Division/Group: Opus Create Ltd
Company Description: Opus excels in providing live face-to-face events. Our unique brand of events takes the relevant message and translates it into experiences and content which has the desired impact on the audience. We are an award winning agency in this field and work closely with our clients to deliver beyond the ordinary.
Nomination Category: Live Event Awards Categories
Nomination Sub Category: Best Sales Meeting
Nomination Title: Lexus: Privileged Preview
The date on which this nominated production was first presented:
March 2010
With its Privileged Preview for its retailer network, Lexus Europe wanted to
communicate its commitment to refocusing the brand for the European
environment. The event also introduced the new Lexus CT 200h, 12 months ahead
of its official launch.
The objectives were fulfilled through dynamic stage presentations, suspense
filled reveals and supported with an interactive exhibition experience.
The event was also described by one guest as “…the best of its type. Content
and delivery was slick but not over the top. Most importantly, the objective
was achieved and the dealers went home motivated, despite the difficult current
circumstances.”
Briefly describe the nominated event's communications objectives and how it met those objectives (up to 500 words). After this description, provide URLs to online photographs, video clips, press clippings, etc. that will portray the event for the judges. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
Lexus Europe’s flagship retailer event hosts over 900 retailer principles and
investors from across its European network.
The 2010 ‘Lexus Privileged Preview’, staged at the SQUARE in Brussels, also
served as the retailer world première for the new Lexus CT 200h.
During the three-day event, the business agenda was supported with keynote
addresses from the entire Lexus Europe Executive team.
Lexus engaged Opus to create an overarching concept and business storyline.
The key message showed how Lexus is committing to an ‘all-out effort to adapt
and refocus the Lexus brand offer to a radically changed European market
environment’. The result was a 90-minute presentation show punctuated with 2
dynamic reveals and several specially commissioned media pieces.
Opus’ technical concept used leading-edge technology, Pandora’s Box, to project
content on 5 individual stage layers – creating depth of visual support,
allowing media to move from one layer to another. Stage kinetics allowed 4 of
the 5 projection layers to move dynamically during the show. Projection
tracking ensured the media could seamlessly synchronise with any screen
movements.
Notwithstanding the need to motivate and excite retailers after a tough period
of global automotive sales, the mission was made even more complex following
the recent recall actions which have plagued Toyota - Lexus’ parent
organisation.
It was essential that these issues were addressed, but not at the expense of
the Lexus message. A fast paced, honest and well-balanced series of
presentations left the audience feeling energised, committed and confident
about the future.
The focus of the event was however the launch of the CT 200h, Lexus’ new
addition to the C-Premium market segment. Taking place just a few days ahead
of the car’s press and public World Première in Geneva, this preview was also
almost 12 months ahead of the actual production launch.
Opus also created an interactive exhibition alongside a bespoke dining
experience. Three zones offered in-detail experiences across core subject
matter including the ‘Countdown to Launch’ campaign to support this
unprecedented 12-month launch period.
The reveal of Lexus’ ‘super car’, the LFA, provided a fitting climax. For many
in the audience it would be their first viewing of this stunning vehicle. A
spine-tingling, surround sound theatre experience accompanied the car’s own
acoustics, leaving the audience in no doubt of the vehicle’s impact.
In addition to full creative and production, Opus was responsible for all
project and logistics management including travel & ground logistics for all
markets, venue management, vehicle management, translation and catering
services. Despite additional challenges faced as a result of the unfortunate
Eurostar / Thalys situation and the union strike action taken by Lufthansa, the
event was delivered without compromise, generating accolades and plaudits from
across the Lexus network.
Results
Based on feedback from 27 markets, this event received an overall rating of 4.6
out of 5; “the best ever” according to Daniel Haas, Senior Manager, Lexus
Strategic Planning, Brand Experience & Retail Training.
Further guest survey scores:
Business Meeting : 90%
Exhibition Area: 86%
Food and Beverage: 90%
Delegate Management: 88%
Hyperlinks to event video edit and images
http://www.ocm3d.com/Lexus_Privileged_Preview/
http://www.ocm3d.com/lexusmoviesquare/index.html
http://www.ocm3d.com/lexuscit/index.html
Please note that these media files are reserved just for internal us; i.e. they
are only to be viewed as supporting material for this award submission. At no
point must they be released into the public domain. All rights reserved.
List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:
XL Video
Scenex
Spirit Design
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