Escape to Alcatraz
Automotive | Dealer Meeting | Event Strategy and Design | Production and Logistics
Challenge:
Audi had much to celebrate (record sales) and much to do (focus dealers on the coming year’s goals and objectives). But another run-of-the-mill sales meeting wasn’t going to provide the spark needed to ignite the dealer base and move them into action.
Solution:
We brought hundreds of Audi dealership owners and brand executives together for an epic national sales meeting in San Francisco.
The day’s events began on the mainland, where we erected a 25,000-square-foot tent, an expansive stage and a video wall, which served as the backdrop for a sales meeting where we unveiled six new vehicles.
As night fell, we elevated the excitement to new heights. We suggested an unconventional venue for evening entertainment – Alcatraz Island – to align with the event’s theme, “Escaping the Prison of Old Luxury” (a playful jab at Mercedes). When the island closed to tourists for the day, we transformed the infamous prison into a swanky party venue where dealers and executives celebrated the night away.
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Results:
Firing up the dealer body helped Audi make substantial gains in YOY customer satisfaction ratings (a key benchmark and a focus of our meeting’s messaging), YOY sales and YOY market share.