Case study: Nissan’s royal relaunch

A revolving stage and 3D animation helped showcase the new Patrol SUV to an audience of VIPs, including UAE's royal family.

OBJECTIVE 

Japanese car manufacturer Nissan commissioned AOS Events for the global relaunch of its Nissan Patrol SUV in UAE. The event aimed to showcase the newest model of the incredibly popular car to 757 guests, including the country’s royal family. 

The luxury SUV is the segment leader in the UAE, with a 45.2% market share, so all eyes would be on the high-profile launch. When preparing the proposal, AOS Events suggested the Abu Dhabi National Exhibition Centre (ADNEC) for its central location, good transport links, plentiful parking and ease of use. 

SOLUTION 

The event was designed to be a ‘journey from the past into the future’, structured around four purpose-built spaces. 

First, guests would enter a heritage area designed to explain the evolution of the vehicle from the very first iteration back in 1951 to its present-day model. They would then enter an immersive space themed around the car’s new technology before taking their seats in the presentation zone. This area would stage the grand unveiling of the new model and the fourth space would be used for a post-presentation networking reception. 

As the Nissan Patrol is a favourite of the UAE royal family, the organiser also had VVIPs attending the event. ADNEC’s protocol team, which is experienced in managing VVIPs at the venue, was on hand to ensure a smooth experience for the members of the royal family in attendance from start to finish. 

For the presentation, a giant LED screen curved around the stage and provided a stunning backdrop to the new-model Patrols that were being displayed. A purpose-built stage with integrated revolving sections showed off every angle of the new vehicles being unveiled.

On-screen content supported the presenter’s points and ensured that the audience, seated on a grandstand, felt engaged throughout. A segment showing the nation’s founder Sheikh Zayed driving a Nissan Patrol was particularly well received. 

As the event had a strong focus on Nissan’s ‘Intelligent Mobility’ driving experience and highlighted technological advances in the new model, the most impressive moment came when the visuals on-screen synchronised a 3D animation with the actual car driving onto the stage.

Creating a fully branded and immersive space for the audience in a blank-canvas event hall presented a challenge, but this was achieved thanks to the flexible spaces and the operational support provided by ADNEC’s teams. 

The event used two halls and was spread over 11,000 square metres.

VERDICT 

Both the end client, Nissan, and the agency were pleased with how the event went in terms of attendance and positive media coverage. 

Naoum Kikano, CEO of AOS Events, said of ADNEC’s efforts: “The support we received from all departments, from security to cleaning to sales and management, was second to none. “The working environment here is very welcoming and I felt like we were part of one team. I would definitely recommend the venue again.” 

Khalifa Al Qubaisi, COO of ADNEC, said: “We were immensely proud to have been chosen as the venue for the global launch of the new Nissan Patrol and to have hosted a phenomenal event that drew the attendance of so many VVIP guests. Our teams thoroughly enjoyed working on the event and loved seeing it come to life.”

FACT FILE 

Who: AOS Events 

What: Nissan Patrol launch 

Where: ADNEC, Abu Dhabi 

When: September 2019

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