EMG Events executes the maiden edition of NHCQ 2013 - EventFAQs

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4 May 2013, EXPERIENTIAL MARKETING 31
Gold | ENTRY TITLE: Audi Q3 Driving Experience | ENTRANT: G2rams India Pvt. Ltd.
The aim of the launch event for Audi Q3
was to deliver a first-class event with high
recall value for the brand. Great emphasis
had to be laid on guests’ experience and
interaction, and the agency had to create
a top of the line, extraordinary, creative
launch with a strong focus on emotional
appeal. With the Q3 being the youngest,
most affordable Q member from Audi,
the concept ‘Start Young’ underlies all its
messaging.
Keeping in mind the TG, the agency created an ‘urban jungle’ experience, where
participants got to drive the soft roader over specially created ramps on the natural
terrains of the Faridabad- Gurgaon highway. Over 8 days, 700 guests were flown in from
various cities in two batches. Every batch got to experience a scenic drive, as well as a
dynamic drive. A specially made Quattro track specially helped participants to test the
maneuverability and handling features of the car. Post the drive, guests were treated to a
sumptuous moving lunch and then taken to The Oberoi to rest. In the evening, all guests
were taken to Blue Frog in New Delhi where they relaxed over a networking evening with
drinks, dinner and live entertainment. Guests were then driven back to the Airport the
next morning to fly back to their respective cities. Test drives provided hot leads to ensure
conversions and confirm sales volume achievement. Audi Q3 met with an overwhelming
response when it came to bookings for the car. The first lot of 500 cars was booked within
the first week of the launch of the car.
Silver | ENTRY TITLE: BMW 3 Series Launch | ENTRANT: Showtime Events (India) Pvt. Ltd.
With BMW holding on to its No. 1
position in the luxury car market, it was
keen on creating an event experience for the
launch of its 3 Series line-up - The Ultimat
3 that would clearly demonstrate its market
leadership to the TG comprising 28-40 year
old males who wish to move into the luxury
car segment.
The NCPA (Jamshed Bhabha Auditorium and the adjoining lawns) was selected. Keeping
with the legacy of BMW and the sheer stature of the guests, the auditorium was given
a complete make-over right from wooden flooring to décor-masked walls and a central
performance area that enabled 3D projection. To effectively and dramatically portray the
fact that the 3 Series is a sixth generation car, a marquee was set up that displayed BMW’s
entire range of vintage cars leading up to the current launch models. Next a heritage film was
screened to drive home the point of the illustrious heritage of this series. The sports and the
luxury variants of the 3 Series was then launched using spectacular 3D projection mapping,
which showed the cars journeying through different settings, handling road-bumps and
turns while actually being static. The event witnessed a turnout of over 2000 HNIs, future
prospects and media attention. Subsequent weeks saw the media doling out generous doses
of space and air time to the launch event. Even online and social media were abuzz with the
news, posts and tweets for weeks after the launch.
Silver | ENTRY TITLE: Van Heusen X Lifestyle Fashion Show | ENTRANT: Fountainhead Promotions & Events Pvt. Ltd.
(This entry is a Gold winner in the Category Lifestyle Event of the year. Please see pg. 29)
BRAND ASSOCIATION WITH A LIVE PLATFORM
Gold | ENTRY TITLE: 12th Family Fun Car Rally | ENTRANT: Rashi Entertainment Pvt. Ltd.
The rally has seen major sponsors like IGL, HT. GM, Toyota, etc partner in this rally for
last 12 years consecutively.
This property was conceptualized in 2001
with the prime objective of providing a
fun-filled Sunday fiesta for sport-loving
families of various cities. Since then the
Family Fun Car Rally has become an
annual fiesta with the same concept but
different sponsors. The thought behind
the conceptualization of Family Fun Car
Rally was to provide a complete package
to the audience and participating brands.
The 12th Family Fun Car Rally in Jaipur and Chandigarh was especially for Chevrolet
Car Owners, while the rally in Delhi was for Hyundai Car Owners, since only the brands
are entitled to be part of this rally. To make the FFCR a tremendous hit the tie-ups are
formed at various levels in each city. The whole purpose of this rally is to create hype in
these cities, creating value creation for the title Sponsor, venue, media partners and traffic
police. The 12th Family Fun Car Rally in Delhi & Chandigarh was further associated
with the noble concept of ‘Foster a Child’ for a day while in Delhi the rally celebrated
the Cricket World Cup 2012. This Rally unlike other rallies is a leisure sports event with
Rubik Cubes, Crossword Puzzles, clue cards, and Q & A sheets incorporated. Over 400
families participated in this unique car rally which was a complete entertainment package
with DJ’s, dhols and dancers present at the venue.