Skoda Impresses Auto Dealers with a Vanishing Act - Event Marketer

Skoda Impresses Auto Dealers with a Vanishing Act

DB_Silver_Skoda_2010 Ex
Brand: SKODA AUTO
Agency: VOK DAMS
Awards: EX AWARDS — BEST PRODUCTION OF AN EVENT (B-TO-B)
Year: 2010

For the Skoda Yeti product launch at the World Dealer Conference 2009, the auto brand introduced the new model to 4,500 dealers via an Alpine event centered on the car’s friendly nature and everyday usability, and its ties to the abominable snowman, which was the inspiration for the car’s name.

The Yeti Expedition 2009 business meeting took place in a custom-made tent with transparent walls that allowed the dealers to experience the reveal. As they looked out, the dealers saw footprints descending the mountain, only to see the prints disappear behind an obstacle and then suddenly reappear as the Skoda Yeti, which accelerated down the mountain, straight toward the tent, then disappeared, finally to reappear in the tent, right in front of the guests for the first time. After the launch, the guests followed the footprints to an Alpine cabin for a reception.

The second day was all about test drives. At the end of the test drive, a course was set up so that the real limits of the Yeti could be tested with the assistance of an experienced driving instructor.

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