Audi A6 (PI) Launch February 2009, Shaw Studio, Hong Kong
Audience: 1,200 guests (inc. media & celebrities)
The Challenge:
To launch the new Audi A6 (PI) and align it with Audi’s core values: sophisticated, sporty & progressive.
The Solution:
To inform guests of the product improvements of the new Audi A6 (PI) via a unique and sophisticated event experience: the art of film making.
‘Using Hong Kong’s famous Shaw Brothers Studios, Luminous took guests and media on a journey through the ‘making of a film’. Creating a script that focused on Audi’s core values - sophisticated, sporty and progressive - we set a three-part piece in the midst of a ‘live set’. Here, using actors and celebrity guests, each piece explored the three value propositions via vignettes or scenes showcasing the A6 under the guidance of a ‘director’, as if these scenes were being shot for the purposes of a film. As guests were guided from once scene to the next, it was as if they were getting a very privileged look into the exclusive world of film making.
Scene one was a sophisticated and beautiful tango dance, with a duo performing under the guidance of a choreographer who incorporated descriptions of the car in his direction. The progressive scene took place in a lounge room where guests found a couple having a light-hearted argument – the stuff of many a Hollywood movie. This argument was unique, however, in that the wife was concerned her husband was more involved with his car than her and he just couldn’t stop obsessing about the progressive features of his Audi’s electronics and stereo system!
Finally, the sporty scene involved a pro golfer helping an actress come to grips with a golf simulator. As he did, the actress asked him questions about the new features of the A6.
MC Patrick Dunne conducted interviews with models Joe Ma and Kathy Chow, using scripts written by Luminous in concert with Audi product managers, to round out the A6 product exposition and ensure all the new vehicle’s attributes were clearly communicated.
Headline act Sandy Lam then performed some of his greatest hits to an appreciative crowd as they enjoyed light refreshments and a chance to mingle.
