项目品牌： VOLKSWAGEN GROUP
项目地点： 首尔 君悦酒店
韩国 首尔 君悦酒店
Throwback to Feb 5 and 6, when the new Volkswagen Touareg SUV was unveiled at the Grand Hyatt Seoul in central Seoul by SMS GROUP. The Korean branch of the German automaker announced that the third-generation Touareg has been upgraded with significant design changes and the addition of high-tech features. A total of close to 600 participants attended the 2-day events, including a VIP Customer “premiere”, a Media launch, and a Touareg Influencer Night.
107 VIP invited guests attended the Touareg VIP Customer “premiere” on Feb 5. In the Mingle Area, guests saw one Touareg R Line Black Car exhibited alongside a multimedia display, showing the features of Tourareg. A photo corner provided an opportunity for guests to have professional pictures taken of themselves.
The guests were invited into Grand Ballroom as the unveiling approached. The unveiling ceremony kicked off with an opening video teasing the new Touareg, in which the contours of the features of the all-new SUV were sketched on the stage screen, with beams of light coming out of the darkness one after another in the Grand Ballroom. Following, two Touareg cars appeared in elevated openings both sides of the central stage.
Mr. Stefan Krapp, Audi Volkswagen Korea Executive Director, gave a welcome speech and product presentation to showcase the new model’s driver-centric features and innovative technology.
Via a talk show format woven into the launch event, guests of the event further understood Volkswagen’s vision for the SUV and the global auto market with the introduction of the Touareg.
Echoing the perfect balance of power and elegance of all-new Touareg as a smart, premium SUV, Volkswagen Korea invited a jazz band led by saxophonist Yi In-gwan at its lead alongside a 17-piece big-band to provide entertainment throughout the night.
On the next day, a media launch for 162 journalists and a Touareg Influencer Night for 325 KOLs. SMS GROUP also organized an off-road driving experience at Dongwha Culture Village across 2 days.
SMS GROUP successfully helped Volkswagen Korea plan a product launch of and maximize brand activation momentum around the “All new Touareg”. We established the new flagship model as “modern and smart, premium SUV”, and as a visionary leader in design, connectivity and innovation.