Astonishment, fascination, joy – these emotions describe perfectly the reactions of the 1,600 international Porsche dealers present at the launch of the new Porsche Cayenne. In other words: pure emotions – brought to the point. From 29 April to 9 May 2010, five successive groups of dealers met for this special event at the customer service centre of the Porsche Factory in Leipzig, Germany. Here, the new Cayenne is being produced – the ideal location with racetrack and off-road area for a to-the-point dealer launch event.
“To the point” – this is the motto not only of the integrated communication measures for the new Porsche Cayenne, but also of the overall concept of the action-packed event. No one was able to remain immune to the fascination of Porsche and the appeal of the well-balanced all-rounder Cayenne.
The launch began with a dynamic programme – the “Expedition Cayenne”, a GPS rally on foot through the off-road area with geocaching and tasks that needed to be fulfilled in teamwork. The highlight was the final launch presentation: the new Cayenne approached from a central point in the customer service centre, accompanied by a spectacular laser light and fireworks show.
On the following day, the positioning of the Cayenne was brought to the point in an interactive workshop. The programme was rounded off by a test drive of the Cayenne, a factory tour specifically prepared for this event, and the presentation of the new Cayenne collection of the Porsche Design Driver’s Selection. The highlight of the second day was the launch of the 911 GT2 RS and the 918 Spyder. Porsche to the point.
“This was a consistent and integrated presentation of the new Cayenne,” said Sandra Hiller, management VOK DAMS Wuppertal, “It’s great that our VOK DAMS Team could oversee all trades involved in this project for Porsche, for the first time.”
