Audi Q5 Launch March 2009, Hong Kong Convention Centre, Hong Kong Audience: 1,300 guests (inc. media & celebrities)
Luminous wins at Global Special Event Awards
Leading Hong Kong based experiential marketing agency Luminous receives award for
Best Theatrical Entertainment Production 2009
Luminous reaffirmed its place as leader in the regional corporate events industry, being recognised for best theatrical entertainment production at the 2009 Special Events Awards that took place in New Orleans in January 2010. Luminous was commended for its unique style of event successfully launching the Audi Q5 SUV at the Hong Kong Convention & Exhibition Centre in March 2009.
When the economic downturn was affecting many, the event still welcomed 1,300 Audi customers and special guests to a launch with an outstanding high energy performance of carefully choreographed dance illustrating the diversity of the Q5. The Audi Q5 launch within Hong Kong’s Sport Utility Vehicle market, promoted Audi’s perfectly synchronized engineering, a car for both city life and leisure life. The challenge was to stage an event leading to a climatic finale showcasing the Q5 benefits; a 4-wheel drive that was as much a perfect fit for city life; agile, slick and stylish as it was for the country life; comfortable, manoeuvrable and powerful.
The production included three large LED screens presenting impressive stylized imagery of Hong Kong's skyline and streetscapes. Dancers, in stylish silver custom made business attire, entered to the remixed beats of ‘Labels of Love’ reinforcing the Q5’s sleek style. With quick change of pace and music, dancers stripped down to funky leisure gear putting the spotlight on the Q5’s dynamism and energy. With this came a group of stunt dancers rappelling from the ceiling and jumping off platforms as the final Q5 arrived on the revolving stage with Audi Ambassador, Taiwanese actor Chang Chen from the film “Crouching Tiger, Hidden Dragon.”
The Hong Kong Convention & Exhibition Centre situated in the heart of Hong Kong Island, with its large halls and high ceilings, was a blank canvas for an ‘on brand’ set design, three LED screens; a catwalk stage with revolve, a choreographed dance sequence and a dramatic reveal moment for the highly acclaimed Audi Q5. With great visual appeal on screen Luminous reinstated Audi’s core values; Sophisticated, Progressive and Sportiness. The theatrical element focused on the emotional connection with guests, local celebrities and special guest appearances gave mass appeal and media attention. The sensational reveal succeeded in creating a talk of the town event, powerful and compelling with great positive media coverage.
‘We are really excited about this award win particularly as 2009 was a tough year but it shows that good creativity will always prevail and should not be compromised. Moving into 2010 and beyond we aim to continue producing exciting events that client’s value and the industry admires’. Antony Spanbrook, Managing Director of Luminous
About the Awards
The award was given by Special Events Awards, a high circulating special events trade publication in the US. The competition drew nearly 400 entries in 35 categories from Brazil, Canada, China, Denmark, England, Germany, Spain, Thailand, United Arab Emirates and the United States.
