Farnborough Five and Event City
Launch events for the new Vauxhall Adam, Mokka and Cascada vehicles are now being held at Farnborough Five, and will move to Event City, next to Manchester’s Trafford Centre next week.
Dealer principals, sales managers, sales consultants, and fleet audiences are among attendees, as well as internal marketing agents and invited consumers, who attend at the weekends.
‘Deeper Blue is working closely with Vauxhall to help articulate and drive a heightened brand passion across different audiences and through different channels," said the agency’s founder and director Jeremy Garbett.
"It certainly is not the usual launch programme," he added. "We wanted to fully embrace the importance of social media in consumer decision making into our creative approach to this event."
Around 120 delegates are attending the daily launch events – which kicked off on 6 November – with the launch of the Adam and Mokka models taking place in the morning, followed by the chance to gather insight through engaging workshops followed by a dynamic drive of the cars.
The day’s event also features a trip through a time tunnel showcasing the brand’s history over the past 110 years against the backdrop of iconic consumer brands, and a main digital hub featuring the very latest in LED screen technology with insights into consumer buying behaviours.
The afternoon sessions include an exclusive preview of the forthcoming Cascada cabriolet model – due to go on sale in spring 2013.
Keith Michaels, head of Vauxhall marketing operations, said: "We are absolutely delighted with the reaction to this important launch programme.
"Each audience has specifically tailored messaging that truly hits the spot. Deeper Blue has designed and delivered a highly creative programme that brilliantly profiles our exciting new products and in doing so further develops the growing brand passion that is so important in Vauxhall’s next new chapter."
The Farnborough events run until the end of the week, at which point Deeper Blue will transport all production elements to Manchester for the start of a two-week tenancy at Event City Trafford Centre from 20 November.