Volvo Trucks – Biggest Ever Middle East Launch

The Challenge

Organise and run the biggest truck launch ever held in the Middle East at a premium location for up to 200 guests per night.

Performance was tasked with creating an exciting and unique launch for both media and VIP customers at a location that offered a controlled driving environment, both on- and off-road.

Fan Insight

The event had to engage guests who were unlikely to have actually a driven a truck before, demonstrating the strengths and abilities of this amazing new range of vehicles, while doing so in an environment that befitted their VIP status.

Creative Solution

We chose Yas Marina Circuit in Abu Dhabi as the premium location for the launch. Using our local knowledge and contacts we sourced a venue adjacent to the Circuit to create a purpose-built off-road track so guests could test the new models to their limit.

A purpose built Volvo village informed customers and media about the new Volvo range and a unique Nordic-themed Gala Dinner with fake snow and traditional Swedish entertainment created a very special atmosphere.

The Results

• The biggest Truck launch ever held in the Middle East
• Over a two week period, some 1,000 VIP Customers and media from across the Middle East and Africa attended the event
• 50 pieces of coverage from one media day
• 12 minutes on MBC Action’s Driven Programme