Pre-event planning: Peugeot Motor Company decided to put its National Business Meeting dealer event out to tender last August, and Smyle won after a six-way pitch.
Peugeot wanted to "motivate dealers with the introduction of products that would contribute to increased sales and dealer profitability", as well as introduce the new managing director to dealers and management from across the UK, says Peugeot manager of dealer marketing services Simon Tarrant.
The event aimed to provide a dramatic and motivational reveal of four cars - the 3008, 107, the 208 and the 508 RXH diesel hybrid.
Challenges: The ICC Birmingham is a regular venue for Peugeot's annual business meeting, so the challenge was to design an event that made the space seem different. It was also the first time that Peugeot had worked with Smyle and, as Tarrant says, working with a new agency can be a challenge.
Solution: Smyle used a creative set design with hidden lighting and LEDs for a contemporary feel, and to make the venue feel different, with a huge main screen and lots of surprises.
Fresh mechanisms were used, including LED walls that 'came alive' with graphics and turned in time to the music and lights to reveal the cars. After one reveal, the set spun round and stage hands replaced the car with another. "To the audience's surprise it spun again, but this time to reveal a different car and backdrop graphic," explains Smyle event director Dominic Thomas Smith.
For the 208, the 13m back wall of the set flew up to reveal the car on a rotating, 'floating' riser that moved close to the audience, accompanied by lights, smoke and images from the LED wall, while a screen displayed video.
Post-event analysis: "The brief was met exceptionally well," says Tarrant. "Production was impactful, and high-standard." Peugeot issued questionnaires and received positive results. "Feedback from dealers was very good, with improvements in certain key areas such as clarity of message," he adds.
Company: Peugeot Motor Company
Event: National Business Meeting
Group size: 1,200
Date: 14 December 2011
Venue: ICC Birmingham