Event Awards 2005: Most Effective Event Activity Automotive

LIVE EVENT

GOLD - Toyota European Retailers Meeting

The world's fastest growing car manufacturer, Toyota, wanted to bring together 5,500 of its key European retailers to share future plans, preview the latest car models and celebrate its recent success.

Jack Morton Worldwide created an event in Barcelona's CCIB centre. Guests were taken along a red carpet past a concept of how Toyota showrooms will look in the future. Toyota's creative concept, 'Power of Red' was evident from the red-floored spaces to large-scale imagery and call to arms of 'Today, Tomorrow, Together'.

The on-stage reveal involved Urban Freeflow 'parkour' athletes. Guests were treated to a evening of entertainment with a performance by Whitney Houston.

SILVER - FHM/VXR Driver of the Year

Following an initial promotion in FHM offering readers the chance to compete for the title of FHM/VXR Sports Driver of the Year, agency TRO helped select finalists and arrange for them to test their skills at the Jamara race circuit near Madrid.

The programme saw three days of challenges, a Vauxhall performance car showcase and an awards dinner. A pit garage was converted into the VXR lounge with computer games and table football.

12,000 FHM readers registered for the event , one of the magazine's most successful to date.

EXHIBITION

GOLD - Mini UK, British International Motorshow

Mini UK used the British International Motor Show to launch its Convertible model and provide owners with a treat linked to the launch of their club, The Ministry of Ownership.

Marketing communications agency, TRO built a 4,500sqm show arena incorporating a performance space and 1,000 seats for a seven-minute stunt show, with a grand finale of a Mini Convertible jumping across a 5m gap.

A first-floor private lounge for Mini owners complemented the experience.

The hospitality area sought to reflect the quirky style of the owners' website with lounge bar. Mini's target had been to sell 6,500 convertibles in 2004. Within six weeks of the campaign more than 9,000 orders had been received.

SILVER - BSM Driving Experience

TRO worked with BSM and Vauxhall to bring together an early drivers' learning experience, that offered 14-17 year-olds the chance to drive at the Sunday Times Motor Show.

It aimed at whetting the appetites of those nearing driving age and give them first hand experience of BSM. Each driver took a BSM Mind Alertness Programme, practised on a simulator and then had the chance to drive a Vauxhall Corsa around a 400m course with an instructor.

At the end of the experience both participants and parents were led back to the retail area.

GOLD Agency: Jack Morton Worldwide Client: Toyota Motor Marketing Europe Event: Toyota European Retailers Meeting Key Suppliers: Stage One; Creative Technology; Delta Sound; Vertigo Rigging; Essential Rigging SILVER Agency: TRO Client: Emap and Vauxhall Motors Event: FHM/Vauxhall Driver of the Year FINALISTS Agency: In house Client: Shell Oil Products Event: Shell Eco Marathon Agency: Sprout Client: Renault F1 Team Event: Renault F1 Launch 2005 Agency: Sprout Client: Nissan Event: SHIFT_Circus GOLD Agency: TRO Client Mini UK Event: Mini at Motorshow Key Suppliers: Stage One; Essential Lighting; Delta Sound SILVER Agency: TRO Client: BSM Event: BSM Driving Experience FINALIST Agency: Equinox Design; Fitch:London and Large-Creative Client: Dunlop Tyres Event: Dunlop at Autosport 2005


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