London, United Kingdom, July 04, 2010 --(PR.com
)-- Global communications agency Imagination has created a dramatic presentation for Range Rover as part of its 40th birthday celebrations.
The long-awaited first sighting of the all-new compact Range Rover Evoque was staged for a star-studded audience at an event held in partnership with VOGUE magazine at The Orangery, Kensington Palace, London.
The new vehicle is the greenest Range Rover ever produced – it is smaller, lighter and more fuel efficient than any other Range Rover.
To reveal the car in a way that matched the key features, the car was suspended mid-air, 12 meters above the ground in a Perspex box.
Once lowered to the ground amidst a light and music show, the box opened to uncover the first view of the car and its celebrity passenger.
300 guests including Prince and Princess Michael of Kent, model Erin O'Connor and explorer Sir Ranulph Fiennes were introduced to Range Rover’s newly-appointed creative design executive, Victoria Beckham.
“An event of this importance demands more than a ribbon cutting,” said Ross Wheeler, Client Services Director at Imagination.
“We wanted to come up with something that represented the excitement of the brand and the moment itself.”
The reveal unfolded as follows:
- A 6m x 3m Perspex box contained the car suspended 12 meters above the ground
- Lights illuminated the box until the moment of the reveal
- Music commissioned by Imagination on behalf of Range Rover, composed by Benji Merrison, drew the crowd to the viewing area and building excitement
- Lights and music accompanied the box as it was lowered into position
- cameras situated around the party recorded the reactions of the audience as the tension mounted
- As sound and lights reached a climax, the bottom of the box was detached through a quick release system, the top of the box was lifted and the car driven from its position
- The car doors opened and George Lamb stepped out as the Range Rover Evoque’s first passenger
- The name of the new model was announced to the world media and assembled guests along with Range Rover’s new association with Victoria Beckham as creative design executive.
Range Rover is one of the most highly regarded and iconic vehicles in the history of motoring and has been a continuing success for the Land Rover business since it was first introduced in 1970. The all-new Range Rover model will be sold in over 160 markets worldwide.
To make the event available world-wide instantaneously, Imagination’s partner Synpatic Digital broadcast a live webcast for viewers to watch live or afterwards on demand.
A package of highlighted clips from the reveal and the event were edited on site and made available for download. In addition, broadcast quality footage was made available to the world’s media. Downloads and hits will be tracked to enable Range Rover to measure the impact.
For an opportunity to watch the event and the dramatic reveal of the all-new compact Range Rover Evoque visit www.landrover.com
Notes To Editors:
Launched in London in 1968, Imagination is an independent communications agency whose roots lie in non-traditional, live, experience marketing. Imagination has twelve offices around the world, and the full complement of specialists in-house, from brand consultants to architects, advertising specialists to interior designers, retail specialists and event producers to direct marketers and digital experts. This unique offering enables Imagination to approach every problem from broader and more surprising angles, build solutions from the ground up across all channels, and deliver insights aligned with the way people wish to interact with brands. Imagination’s clients include Aston Martin, Guinness, oneworld global alliance, Disney, Ford, Johnson & Johnson, Goldman Sachs, Shell and Samsung.
For more information please visit: www.imagination.com
About Synaptic Digital
Synaptic Digital (www.synapticdigital.com) is the global leader in digital media solutions for corporations, organizations and agencies. Clients turn to its exceptional team of experts to provide the guidance, strategies, proprietary services, creative tools, and the global distribution necessary to share messages that make an impact on TV, the Internet, Web sites, radio, blogs, social networks, and other media channels. Headquartered in New York, the privately-held company has offices in London, Ahmadabad, Atlanta, Beijing, Chicago, Los Angeles, Mumbai, Munich, San Francisco and Washington, DC.
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