events by sourceme: case studies: Vok Dams
Vok Dams
FACT FILE
Name of the event: Yeti Expedition 2009 – Škoda world dealer conference
Client: Škoda Auto
Agency: Vok Dams
Number of Delegates: 3,750
Venue: Mountains of Austria
Date: Various dates throughout 2009
OBJECTIVES
In 2009, Škoda Auto launched its first SUV (sports utility vehicle), the Škoda Yeti. As a new model of the brand, the major objective of the product launch was to introduce international dealers and Škoda delegates to the new model and commit them to the brand and product via a powerful event concept that centred on the car and its many functions. The client wanted an emotional, friendly and engaging presentation of the new Škoda Yeti that included fun elements, adventure and the dissemination of vital sales information. The concept needed to reflect the unique, vigorous and strong character of the Yeti.
PROGRAMME
A total of 3,750 Škoda dealers attended the World Dealer Conference 2009. They were divided into 15 groups of 250 persons
The mountains of Austria were chosen as the venue, providing the ideal terrain for test driving the cars. The never seen and unknown creature, it'sits enviromentenvironment and habits were the basis of the event concept. The stories about people’s sightings, his footprints and lifestyle formed the framework of the different event elements.
The starting point of the Yeti Expedition 2009 was Tröpolach, Hermagor in Austria. After an energy boosting lunch the delegates attended a business meeting in a custom-made tent that had a transparent wall and afforded views of the mountains.
As the delegates looked on, huge 4.5-metre canvas footprints began to appear on the meadow. After the fifth 5th step the invisible Yeti character disappeared behind some bale of straw, only to reappear as the real Škoda Yeti, which drove towards the tent at high speed. The vehicle then disappeared again, only to reappear in the tent, right in front of the guests.
After the spectacular reveal of the product, leaders from Škoda gave a presentation on the vehicle, including product features, sales strategy, design, positioning and marketing. At the end of the presentation the delegates were transported to the top of the mountain by cable car, where they had dinner at the Tressdorfer Alm, an alpine cabin decked out as the Yeti’s ice cave and set to be the venue for the evening.
The evening entertainment included the unveiling of a huge Yeti ice sculpture and a fire and dance performance.
The second day of the programme focused on providing the dealers with a chance to test drive the Yeti. A 100-kilometre track took drivers through the forest, over an obstacle course and interesting on and off road experiences.
The test drive ended at a small castle, where lunch was served before the delegates were transferred back to the airport for their homebound flights.
OVERCOMING CHALLENGES
Precision timing was needed to pull off the ‘wow’ of the Yeti revelation, with the 4.5-metre canvas footprints being revealed in perfect order to give the effect of the Abominable Snowman walking down the hill.
Other challenges included coordinating for such a large number of vehicles and drivers to take to the on and off-road course.
Also, Vok Dams hads to ensure that each of the 15 events remained fresh and exciting, and that each group received the same experience and left with a positive impression of the event, the Škoda brand and the new Škoda Yeti.
VERDICT
The success of the event was measured directly through questionnaires distributed at the end of each event. The total score, from all delegates surveyed was 4.8 out of a maximum of five points, showing that the event not only entertained but also informed.
