Fountainhead designs tech-inspired launch for new VW Passat
With parking assistance, LED headlamps, sensory easy open boot option and a 365 degree area view, Passat has been making news since its launch on 10 October 2017 at JW Marriott Hotel, Aerocity in New Delhi, produced by Foutainhead Mktg.
The launch was managed by Fountainhead MKTG, now part of Dentsu Aegis Network, India’s premier experiential marketing agency. The event was smartly curated and designed, keeping in mind the taste and class of the automobile itself. The team at FHMKTG approached the event with dynamic aesthetics and projected audio-visual sequencing to bring to the audience the car of the future.
The event was further designed by installing an infinity panel, which attracted the viewers in an unending loop of innovation and growth. Beside the infinity panel, two other panels were installed with words describing the car. The panel in the centre came into motion during the launch of the car, giving the attendees an insight into the boundlessness of growing technology.
The entire look and feel of the registration area was designed so that the gathering was encouraged to be a part of the ever expanding loop of technological transformation. The pre function area also had 6 large panels with Passat spelled out in each of them. These panels acted as a veil, concealing the cars before the launch.
The attendees were to enter through a semi-transparent wall of suspended particles, with #FeelThePresence projected at the entry.
The entire setup of the launch, including the graphics that were used, was smart and chic.
The event design was based on new-age features and reflected the car’s characteristics as well. Kamal Basu, Head of Marketing, Volkswagen Passenger Cars, introduced the launch to the 200 media personnel attending the event, by initiating a fashion show. The designs in the show were inspired by technology and had captivating elements, like clothes that change colour with each mood. Post the fashion show and before the unveiling of the cars, a launch AV was aired.
Preparing for the launch of an automobile and keeping in line with the product’s strategy and key points is always a challenge. But the launch of VW Passat was spot on. Adding to the success of the same, Pankaj Agarwal, Chief Manager, Dealer Marketing and Events, Volkswagen, commented, “It has been an absolute delight working with Fountainhead MKTG. Their approach towards the entire event from the very beginning was creative and well planned. The design, content and set up was impeccable. All the best to the team and we look forward to more of such associations.”
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