For the launch of its new Arteon range, Volkswagen wanted a creative event in its showroom with activities to complement the hands-on experiences of the car. Volkswagen invited 80 premium customers, press and VIPs from its database. The Events Artery was appointed to deliver the launch.
There were three key objectives: to introduce the new Arteon to local media and influencers; live customer collection of first vehicles sold; and to provide platform for its salespeople to close hot leads, riding on the ‘wow effect’ from the evening‘s programme.
According to Agnes Ho, associate account director at The Events Artery, Volkswagen wanted an ‘Art meets Tech’ theme to highlight the vehicle’s unique design. Hands-on activities inspired by the theme were set-up around the showroom to provide playful moments and fun, colourful content for social media sharing. A harpist provided a live soundtrack from the stage.
“We had an ‘Eat Your Art Out’ dessert installation by inthebrickyard and local artist Ly Seow,” said Ho. “Each guest was able to take a cake pop and a white chocolate shard from the wall and paint it with edible paint, gold flakes and dried flowers.”
An exhibition of RGB Art by Carnovsky was also installed. The large-scale works reveal different images under different lighting. “Guests were then encouraged to create their own keepsake artwork in a sound painting booth, using vibrations from the music they chose to move paint droplets across the paper,” said Ho.
A press conference, demonstration by a product trainer and live customer collections followed. “The collections were designed to generate live social media buzz, while creating hype and lasting memories for new Arteon owners to reaffirm their choice,” said Ho.