The Hamburg office of the VOK DAMS GRUPPE implemented an exclusive, sensuous and extremely dynamic event for the presentation of the new Lamborghini Gallardo LP560-4 Spyder for Lamborghini on Tenerife.
About 350 journalists and dealers were able to experience the exclusive side of the Italian sports car manufacturer during a subtle brand event and dynamic test drive through a breathtaking landscape under the Spanish sun.
Lamborghini together with VOK DAMS had already presented the coupe in Las Vegas under the motto of “Always Different. Always Lamborghini.” – the same motto was used for the presentation of the Gallardo LP560-4 Spyder in Spain.
VOK DAMS developed an integrated concept, which communicated Lamborghini’s brand values in a subtle way in each individual part of the event: exclusive, challenging, sensuous and very Italian.
Upon arrival, the guests were invited to an informal barbecue at the exclusive resort hotel Gran Meliá Palacio de Isora on the first evening. A villa of the hotel complex was decorated to serve as “Casa Lamborghini”, where the guests were able to experience the brand Lamborghini, especially the high-quality merchandising, and spent an enjoyable evening at the pool.
After a press conference and the drivers’ briefing, the second day focused on the individual driving experience.
Under the sun of Spain, the guests test-drove the Gallardo LP560-4 Spyder through the breathtaking vegetation and volcanic landscape of Tenerife, over long straight and serpentine roads up to a height of 2000 m below the top of the volcano El Teide and back to the hotel along the coast.
In the evening, the guests were able to discuss their experience over a gala dinner in the VIP clubhouse with pool. A DJane accompanied the fashion show that presented fashion from all over the world and Lamborghini’s own designs. The result was a pool party with a difference – including jet set atmosphere, cool drinks and views of the Atlantic.
“In contrast to the ‘extreme’ presentation of the Gallardo LP560-4 Coupé in Las Vegas, for the Spyder we developed a concept that combines the brand and product with the clear positioning and benefit for the potential customer, and that foregrounds the brand values ‘exclusive’, ‘sensuous’ and ‘Italy’,” says Timo Hallwachs, head of the Hamburg office of VOK DAMS and in charge of this project.
“The car is made for an exclusive driving experience under the sun of the most beautiful roads in the world. Our concept is geared towards this experience and the target group of the Gallardo LP560-4 Spyder. Pure luxury combined with Italian charm and enormous power. And, of course, always a little different. Typical Lamborghini.”
Besides the emotions and the driving experience, the challenges relating to the organization of the event were again the focus of attention. Like last time, the cooperation with the London agency Goose guaranteed the event’s success. A convincing strategic cooperation, with the client in mind. An approach that VOK DAMS recommends with its “BrandPartner” concept especially today – using synergy effects for a successful marketing despite diminishing budgets.
For more information, visit VOK DAMS Hamburg
Image: Lamborghini Gallardo LP560-4 Spyder
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