01
MUMBAI: Percept ICE ? the SBU of Percept Sports & Entertainment managed the unveiling of the all new Volkswagen Polo GT TSI at Grand Hyatt, Goa on April 16, 2013. It was a four day event starting from April 16, 2013 till April 19, 2013.
Volkswagen India, a subsidiary of German multinational auto maker Volkswagen Group, unveiled the new variant of Volkswagen Polo with an upgraded engine. The upgraded engine promises to deliver better mileage, and is based on TDI/TSI engine technology. It will be the most powerful car in the German automakers Polo line up and will be powered by a 1.2-litre turbocharged mill that produces 105 PS and 175Nm of torque. Even though this 7 gear automatic vehicle gets formally introduced to the market only end of this month, the idea was to pre-showcase to the media to put forward what they should expect out of this vehicle. The unveiling of the car was done on the 16th, 17th and 18th April 2013, whereas the drives were conducted on 17th, 18th and 19th April 2013.
Top journalists in the automobile sector from Delhi, Mumbai, Chennai, Cochin and Bangalore participated in the event. An evening set at the Grand Hyatt Lawns, against the enchanting Arabian Sea used a 17th century chapel as the backdrop for projection mapping where the journey of Volkswagen along with the story of the GT-TSI was showcased, followed by the unveiling of the car. The host of the evening was Mr.Rajat Kapoor, while Mr. Arvind Saxena, Managing Director, Volkswagen Passenger Cars, India addressed the media, followed by dinner, cocktail and an exhilarating performance by Jazz lounge. The next day morning, media geared up with an early break-fast along with a briefing which gave them an understanding of what to expect in the drive. Post briefing the media stepped out to the main porch of The Grand Hyatt where the new Polo GT-TSI?s were lined up, waiting to embark on a 173 kms long journey. Percept ICE had pre-identified the route to Aravali beach, which the media took, directional signage and human volunteers were placed strategically so that media does not lose track.
There was a pre-designated pit-stop for the media at the Aravali beach, where a German Marquee was set up serving refreshments to the arrived guests. This halt was for approximately 45 minutes which allowed media to unwind and recharge themselves and gear up for the return journey. Post refuelling the media set back to the Grand Hyatt where a de-briefing session was organized over lunch with Volkswagen management followed by departures.
Percept ICE?s scope of work encompassed logistics of the route right from planning, deploying human signage?s, making route map and also included projection mapping done on the wall of 17th century chapel. It also revolved around taking care of logistics of the drive, artists, entire planning and execution of unveiling the car, identifying the route, hospitality along with Food & Beverages at the Aravali pit stop.
Commenting on the successful management of the event Ms. Nazneen Karimi, Chief Operating Officer, Percept ICE, said, ?We have been associated with Volkswagen for quite some time now. Our theme was focused on projecting the journey of Volkswagen and it symbolized the brand?s extensive global portfolio, extending into the experience of owning a Luxury segment car. Hence, the whole setup and d?cor was done keeping this in mind. Providing the media with the chance to explore the ?POWER‘, ?PERFORMANCE‘ and ?EFFICIENCY‘ of the new Volkswagen Polo GT TSI, we aimed to deliver an experience like never before. Also, customized consumer campaigns backed with flawless strategy always help build traffic by increasing frequency, filling unused capacity and prospecting brand new customers.?
Image
