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Case Study Bob Morrell, of
the Reality Media marketing
company, finds out how a UK Events Company achieved a hugely successful
product launch – against the backdrop of Middle East tensions.
The Objective
The objective was simple, to stage
the launch of the new Toyota Camry in Doha – capital city of the Gulf
State, Qatar. In a country that is a net energy exporter any new car is
viewed with great interest – and this one would be especially popular –
a well equipped and comfortably appointed executive saloon, perfect for
transporting you between business meetings or to get the children to
school.
New Toyota What seemed simple, of
course, created a real dilemma. At the time, the Middle East was
fermenting. Saddam was still defying the United Nations – and a military
build up was threatening a second Gulf War. It was a time of uncertainty
and concern. If Toyota launched this car with the usual fanfare and
laser show, then the event would be lost without trace within 24 hours.
They wanted something unique and exciting to guarantee the successful
launch of this vehicle.
UK Events Company fits the
bill Toyota approached
Class Act – a Qatar based Events company. Class Act realised they would
have to look outside the Middle East to find the creative talent capable
of delivering what Toyota were looking for. They found TrueView Events
on the Internet. This UK based Events company hosts corporate
entertainment of different types – everything from product launches, to
innovative motivational days, Murder Mysteries, Treasure Hunts and Film
Days. The brief was passed to TrueView who were asked to come up with
some creative ideas. Two ideas surfaced, a Hollywood themed event using
look-alikes and a James Bond themed evening including actors, and an
exciting ‘star’ role for the Toyota Camry. A script was developed by
TrueView Director and professional actor Mark Kempner, ‘ It was a
difficult script to write – I had to include the main features of the
car and all the key sales points – so I chose a classic Bond film scene
– where ‘Q’ the boffin tries to introduce 007 to his new car.’ Mark
didn’t believe in making things easy for Class Act and included a large
stage with an exploding wall for “Bond’s” entrance, in his brief and
requirements!
All set for the Desert!
Class Act soon recognised the
skill and flexibility gained by working alongside TrueView Events. The
ideas were snapped up, TrueView was bought on board and preparations
started. The script continued in development as Mark added more jokes,
ideas and characters – including a live band to play the Bond themes
throughout the evening. The event was to be staged in front of over 2500
guests including members of the Qatar Royal family in Doha, so Mark had
to be careful about the tone and content of the script. Whilst this was
in progress Mark enlisted James Bond look-alike, actor Donald Standen –
who is a dead ringer for the young Sean Connery. The other actors were
cast from the TrueView Events pool of professional artistes, costumes
and props bought, an event director hired and everyone flew out to
Doha.
As they landed in Doha two things struck them. First, evidence of the US
military build up and also the heat! It was early October but despite
being 6:30am local time, it felt like an oven in the early morning sun!
On arrival at the venue they were amazed to see that they were using a
vast permanent marquee perched on the edge of the sea. The whole tent
was air-conditioned. The stage was in place, complete with all of Mark
Kempner’s requested props and exploding wall! Three shining Toyotas were
ready to be used and the cast spent the next 24 hours rehearsing and
perfecting the show.
Your new Toyota Mister Bond!
The staging of the launch took place
in front of a vast local crowd and dignitaries. The show lasted 15
minutes. “Q’” and “Money Penny” were worried about 007. Where was he?
Suddenly, to the cheers of the audience, Bond arrived, bursting through
the wall in a gleaming white Toyota Camry with a beautiful blonde in
tow. So where has he been? ‘Q’ points out the great features on the
Camry and complains that he’ll never be able to offer 007 a car as good
as this – but where did he get it? From the back of the audience two
more Camry’s are suddenly driven into the building from the back, of the
enthralled audience by a bald “Bond type” villain and his henchman; Bond
has gone over to the baddies because of their better company cars! Each
vehicle entrance is greeted by rapturous applause from the watching
crowds, they had never seen a car launch like this! At the end of the
show, the crowd came on to the stage and performing areas to look around
the new cars – and Toyota sell over 30 cars that night alone! The cast
stay and have photos taken with the audience, all clamouring to be
pictured with Mr Bond and his Bond girl, and the event is dubbed a huge
resounding success.
Coverage and Response
Various Gulf regional Press
agencies and TV companies covered the Event. Pictures were in The Gulf
Times and other local newspapers the next morning. As the TrueView team
were bussed back to the airport they went past the Toyota dealership –
crammed with customers trying to order the new Camry. The event was
talked about in Doha for months afterwards – and Toyota had thrown down
a challenge to other manufacturers who would struggle to match the
success of this event. |
