Birmingham hosts Peugeot's dealer event

Peugeot raised expectations of regular venue The ICC, saying it wanted to make a big impact and motivate dealers.

Birmingham hosts Peugeot's dealer event
Birmingham hosts Peugeot's dealer event

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.

FACTFILE
Company: Peugeot Motor Company
Event: National Business Meeting
Group size: 1,200
Agency: Smyle
Date: 14 December 2011
Venue: ICC Birmingham


Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in

Most event companies will run 25% of planned events this year

Most event companies will run 25% of planned events this year

However nearly two-thirds of planners expect to run live events between again before 2021, finds research by Global DMC Partners

Freeman APAC appoints new head of creative services

Freeman APAC appoints new head of creative services

The award-winning creative will lead the agency’s experiential campaigns for the Asia Pacific region.

5 bad leadership habits to avoid when managing a team remotely

5 bad leadership habits to avoid when managing a team remotely

Don't let certain behaviours slip into your leadership style unchecked, says CEO of Authentic Change Solutions.

How to take your events outdoors

How to take your events outdoors

MD of Gazeboshop explains how to make the most of outdoor facilities and comply with social distancing.

LIVE UPDATES: Norway allows business travellers from Nordic neighbours

LIVE UPDATES: Norway allows business travellers from Nordic neighbours

Find out which countries are on partial or national lockdown, what travel restrictions are in place and what size gatherings are allowed.

How coronavirus will affect financing in the hospitality sector

How coronavirus will affect financing in the hospitality sector

The best course of action for any borrower is to find out what flexibility there is, says legal expert James Stripe.

RSVP podcast Ep1: Accidental nudity, selfish people and lullabies from Adele

RSVP podcast Ep1: Accidental nudity, selfish people and lullabies from Adele

Guests reveal their best experiences and react to anonymous industry confessions in our first-ever podcast for event and travel professionals.

Why Copenhagen is the perfect destination post-pandemic

Denmark's capital is walkable, clean, sustainable – and most importantly, happy

Can biosecurity teams save events?

Can biosecurity teams save events?

The industry will need a range of biosecurity measures if physical events are to return soon, says Smyle's Matt Holliday.

'We miss exhausted grins, red-eye flights and bad coffee': 15 love letters to events

'We miss exhausted grins, red-eye flights and bad coffee': 15 love letters to events

Industry insiders share what they miss most about live events while they are stuck at home.