New Range Rover Evoque

A sure value, unequivocally.

Client: BPM Group, Eagle Automobiles
Services: Creative concept, Event production, Video production

Brief & Solution

How to combine, through the creation of a private invitation event, both the reveal of the new car in its best light and the generation of purchase intent?

Context

For the launch of the new Range Rover Evoque in France in December 2018, BPM Group (for its Eagle Automobiles dealership) entrusted the creative agency Buzznative for the design and the production of the “National Preview” event in Tours (Loire Valley, France).

Objectives

Revealing the new Range Rover Evoque to a public composed of both customers and targets thanks to an event up to the car’s quality. Generating requests for information, pre-orders or even formal orders during the event. Making the evening a pleasant and unforgettable moment thanks to a “wahouuuuu” effect.

Idea

Take inspiration from the concept of the international launch in London a few weeks ago highlighting the shapes of the new car through red wire light structures arranged in the city. And if it was the theme of the Land Rover Event? We designed an event based on a light painting show (see video).

Concept

An event in a large green glass roof for the “all road” side of the Land Rover brand, a decoration composed of bright furniture and urban elements, a central bar as a meeting point, a high-end cocktail for the luxury of the car, light shows highlighting the Range Rover Evoque shapes… and a “wahou” effect with a live light painting show, unheard of for the 200 VIP guests at the party!