Transcript www.odd.org.tr

Post Event Report
SLS Brand Roadshow
“Yıldızlar Takımı”
01 June – 07 July 2010
Agenda
1
Objective
2
Overview
3
Dealers
4
Activities
5 Test Drive
6
Branding
7
Printed Materials
8
Promotional Materials
9
Team
10 Facts and Figures
11
Social Media – www.facebook.com/mercedesyildizlartakimi
12 Back-up
2
Agenda
1
Objective
2
Overview
3
Dealers
4
Activities
5 Test Drive
6
Branding
7
Printed Materials
8
Promotional Materials
9
Team
10 Facts and Figures
11
Social Media – www.facebook.com/mercedesyildizlartakimi
12 Back-up
3
1
Objective
• Launch the brand hero the new SLS AMG
• To create fascination throughout Turkey via SLS AMG and other niche MB products.
• To create showroom traffic in the dealers.
• To introduce the niche models for the first time in the selected regions.
4
Agenda
1
Objective
2
Overview
3
Dealers
4
Activities
5 Test Drive
6
Branding
7
Printed Materials
8
Promotional Materials
9
Team
10 Facts and Figures
11
Social Media – www.facebook.com/mercedesyildizlartakimi
12 Back-up
5
1
Overview
SLS Brand Roadshow “Yıldızlar Takımı” included in the following key features:
Period
: 01 June – 07 July 2010 (total 17 events)
Times
: From 11.00 a.m. to 8.00 p.m. (9 hours per day)
Personnel
: Total 33 persons
1 person for main registration desk + 2 persons for registration of test drive
1 person for SLS display
8 persons for test drives (car explainers)
2 persons for displaying cars interiors and PS3
1 person for lojistics of promotional materials etc.
1 supervisor + 1 assistant of event coordinator
2 bus drivers + 3 truck drivers + 1 van driver for event coordinators
2 persons for technical services
2 persons for setting up and dismantling SLS stand
2 car cleaners + 1 photographer
2 event coordinators
1 passenger car sales dealer consultant from MBT
6
1
Overview
Calendar of Events : Total 17 events
1 June Diyarbakir
- Gelecek Otomotiv
3 June Gaziantep
- Koluman Gaziantep
5 June Adana
- Mengerler Adana
7 June Mersin
- Koluman Mersin
10 June Hatay
- Hatay Has
12 June Kayseri
- Bayraktarlar Merkay
14 June Konya
- Bayraktarlar Merkon
17 June Izmir- Has Izmir
19 June Izmir
- Egemer
21 June Denizli
- Hastalya Denizli
23 June Antalya
- Hastalya
26 June Ankara
- Koluman Ankara
28 June Ankara
- Mengerler Ankara
30 June Eskisehir
- Hases
2 July Bursa - Mengerler Bursa
5 July Samsun
- Mengerler Samsun
7 July Trabzon
- Hassoy
7
1
Overview
Shopping Malls
: A billboard, which has been produced for SLS roadshow,
has been placed at the shopping malls for two days in all provinces.
The list of the shopping malls according to the provinces are
as follows:
Shopping Malls
Provinces
DIYARBAKIR
GAZIANTEP
ADANA
MERSIN
HATAY
KAYSERI
KONYA
IZMIR
IZMIR
DENIZLI
ANTALYA
ANKARA
ANKARA
ESKISEHIR
BURSA
SAMSUN
TRABZON
Shopping Malls
Mega Center
Sankopark
M1
Mersin Forum
Carrefour
KayseriPark
REAL M1
Dealers
Gelecek Otomotiv
Koluman Gaziantep
Mengerler Adana
Koluman Mersin
Hatay Has Otomotiv
Bayraktarlar Merkay
Bayraktarlar Merkon
Has Otomotiv
Mengerler İzmir
Hastalya Denizli
Hastalya Antalya
Koluman Ankara
Mengerler Ankara
Hases Otomotiv
Mengerler Bursa
Mengerler Samsun
Hassoy Otomotiv
Agora
Forum Camlik
Shemall
Cepa
Neoplus
Korupark
Macro Market
Trabzon Forum
8
1
Overview
Clothing
: Grey trousers, white sport shoes and
white shirt branded with Mercedes-Benz logo
Display Vehicles
: 1 x SLS AMG in iridium silver
1 x C 63 AMG in iridium silver
1 x SL 300 in calcite white
1 x M 350 CDI in obsidian black (excluding just after Antalya)
1 x SLK 200 K in calcite white (excluding just after Mersin)
Test Drive Vehicles
: 1 x E 63 AMG
1 x C 180 K ESTATE
1 x CLC 160
1 x GLK 250 CDI
1 x S 350 CDI
1 x GL 350 CDI
1 x E 250 CGI COUPE
1 x SLK 200 K
1 x E 250 CGI CABRIO
1 x B 160
(optional - belonging to the dealers)
1 x C 180 K
(optional - belonging to the dealers)
1 x E 250 CDI
(optional - belonging to the dealers)
9
Agenda
1
Objective
2
Overview
3
Dealers
4
Activities
5 Test Drive
6
Branding
7
Printed Materials
8
Promotional Materials
9
Team
10 Facts and Figures
11
Social Media – www.facebook.com/mercedesyildizlartakimi
12 Back-up
10
2
Dealers
Mn Tu
Dealer
Wd Th
Fr
Sa
Su
Mn Tu
Wd Th
Fr
Sa
Su
Mn Tu
Wd Th
Fr
Sa
Su
Mn Tu
Wd Th
Fr
Sa
Su
Mn Tu
Wd Th
Fr
Sa
Su
Mn
31.5 1.6 2.6 3.6 4.6 5.6 6.6 7.6 8.6 9.6 10.6 11.6 12.6 13.6 14.6 15.6 16.6 17.6 18.6 19.6 20.6 21.6 22.6 23.6 24.6 25.6 26.6 27.6 28.6 29.6 30.6 1.7 2.7 3.7 4.7 5.7
DİYARBAKIR
ANTEP
ADANA
MERSIN
OFF
HATAY
KAYSERİ
KONYA
IZMIR
OFF
DENİZLİ
ANTALYA
OFF
ANKARA
ESKİŞEHİR
BURSA
OFF
SAMSUN
TRABZON
Transportation & Preparation
Event
OFF Day Off
11
2
Dealers
Calendar of Events
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
1 June Diyarbakir
- Gelecek Otomotiv
3 June Gaziantep
- Koluman Gaziantep
5 June Adana - Mengerler Adana
7 June Mersin
- Koluman Mersin
10 June Hatay - Hatay Has
12 June Kayseri
- Bayraktarlar Merkay
14 June Konya
- Bayraktarlar Merkon
17 June Izmir - Has Izmir
19 June Izmir - Egemer
21 June Denizli
- Hastalya Denizli
23 June Antalya
- Hastalya
26 June Ankara
- Koluman Ankara
28 June Ankara
- Mengerler Ankara
30 June Eskisehir
- Hases
2 July Bursa
- Mengerler Bursa
5 July Samsun
- Mengerler Samsun
7 July Trabzon
- Hassoy
12
2
13
2
14
2
15
2
16
2
17
Agenda
1
Objective
2
Overview
3
Dealers
4
Activities
5 Test Drive
6
Branding
7
Printed Materials
8
Promotional Materials
9
Team
10 Facts and Figures
11
Social Media – www.facebook.com/mercedesyildizlartakimi
12 Back-up
18
3
Activities
DJ music performance entertained the guests all day.
19
3
Activities
Tea, coffee, soft drink and cookies were served all day.
20
3
Activities
The SLS AMG
A cockpit. An engine. Two wings.
Is it still a car?
21
3
Activities
The SLS AMG
A cockpit. An engine. Two wings.
Is it still a car?
22
3
Activities
The SLS AMG
The guests visited the webspecial of the SLS AMG by a touchscreen plazma.
23
3
Activities
Gran Tourismo 5 for PS3 with The SLS AMG
24
3
Activities
Gran Tourismo 5 for PS3 with The SLS AMG
25
Agenda
1
Objective
2
Overview
3
Dealers
4
Activities
5 Test Drive
6
Branding
7
Printed Materials
8
Promotional Materials
9
Team
10 Facts and Figures
11
Social Media – www.facebook.com/mercedesyildizlartakimi
12 Back-up
26
4
Test Drive
Test Drive Vehicles
:
1 x E 63 AMG
1 x C 180 K ESTATE
1 x CLC 160
1 x GLK 250 CDI
1 x S 350 CDI
1 x GL 350 CDI
1 x E 250 CGI Coupe (excluding just after Mersin)
1 x SLK 200 K
1 x E 250 CGI Cabrio
1 x B 160
(optional - belonging to the dealers)
1 x C 180 K
(optional - belonging to the dealers)
1 x E 250 CDI
(optional - belonging to the dealers)
27
4
Test Drive
Sessions
1
11:00
25
15:30
2
11:10
26
15:40
3
11:20
27
15:50
4
11:30
28
16:00
5
11:40
29
16:10
6
11:50
30
16:20
The guests got a test drive ticket according to their preferences
and test drive tickets were prepared by ten minute intervals.
Total 48 sessions = Total 48 drivers (one driver in each session)
Total capacity
11 vehicles (except the E 63 AMG) x 48 sessions = 528 persons
28
12:00
16:30
OFF TIME
12:10
16:40
OFF TIME
12:20
16:50
OFF TIME
7
12:30
31
17:00
8
12:40
32
17:10
9
12:50
33
17:20
10
13:00
34
17:30
11
13:10
35
17:40
12
13:20
36
17:50
13
13:30
37
18:00
14
13:40
38
18:10
15
13:50
39
18:20
16
14:00
40
18:30
17
14:10
41
18:40
18
14:20
42
18:50
19
14:30
43
19:00
20
14:40
44
19:10
21
14:50
45
19:20
22
15:00
46
19:30
23
15:10
47
19:40
24
15:20
48
19:50
4
Test Drive
Sessions for the E 63 AMG
Sessions
1
11:00 - 11:40
2
11:40 - 12:20
3
12:20 - 13:00
4
13:00 - 13:40
5
13:40 - 14:20
6
14:20 - 15:00
7
15:00 - 15:40
8
15:40 - 16:20
9
16:20 - 17:00
10
17:00 - 17:40
11
17:40 - 18:20
12
18:20 - 19:00
13
19:00 - 19:40
14
19:40 - 20:20
14 sessions daily
Total Capacity for the E 63 AMG
14 sessions x 3 drivers = 42 persons
Each participant had an orientation tour with the other two
participants of the car and the instructor, before their indiviual test
drive with the instructor. The instructors gave a 10-minute briefing to
test drive participants about the test drive area, safety driving and the
technical information about the E 63 AMG.
29
4
Test Drive
30
4
Test Drive
31
4
Test Drive
32
4
Test Drive
33
4
Test Drive
34
4
Test Drive
A tent system next to test drive area was used for
the test drive registration and waiting or watching
participants.
35
Agenda
1
Objective
2
Overview
3
Dealers
4
Activities
5 Test Drive
6
Branding
7
Printed Materials
8
Promotional Materials
9
Team
10 Facts and Figures
11
Social Media – www.facebook.com/mercedesyildizlartakimi
12 Back-up
36
5
Branding
The SLS AMG Billboard for the shopping malls
37
5
Branding
The SLS AMG Stand
38
5
Branding
The SLS AMG Stand (back side)
39
5
Branding
The SLS AMG Board
40
5
Branding
The other boards
41
5
Branding
The other boards
42
5
Branding
The other boards
43
5
Branding
The interior flags
44
5
Branding
The interior flags
45
5
Branding
The bus for the team transportation
46
5
Branding
The Vito for the event coordinators transportation
47
5
Branding
Ex-dome tents for test drive registration and waiting area
48
5
Branding
Test drive registration desk
49
5
Branding
Main registration desk
50
5
Branding
The ex-up boards for test drive area
51
5
Branding
The ex-up boards for test drive area
52
5
Branding
The exterior flags
53
5
Branding
Safety fences
54
Agenda
1
Objective
2
Overview
3
Dealers
4
Activities
5 Test Drive
6
Branding
7
Printed Materials
8
Promotional Materials
9
Team
10 Facts and Figures
11
Social Media – www.facebook.com/mercedesyildizlartakimi
12 Back-up
55
6
Printed Materials
Invitation
56
6
Printed Materials
Invitation
57
6
Printed Materials
Registration form
Evaluation form
58
6
Printed Materials
Stickers for Test Drive Vehicles
59
6
Printed Materials
Test Drive Ticket
60
6
Printed Materials
Cards for test drive and gifts
A test drive and a gift card were given to all participants from main registration desk. They could take their gifts or
make their test drive reservation from test drive desk by these cards. (The participants who had not any card, (no
card means the registration was not completed), were not allowed to take gift or make a test drive reservation.)
Back side of cards
Gift card
61
Test drive card
6
Printed Materials
Facebook card
A facebook card was given to all participants from main registration desk to inform them about facebook address
of event. The photos which were taken the whole day, were added into the facebook pages, so the participants
could see, save as and tag their photos.
62
Agenda
1
Objective
2
Overview
3
Dealers
4
Activities
5 Test Drive
6
Branding
7
Printed Materials
8
Promotional Materials
9
Team
10 Facts and Figures
11
Social Media – www.facebook.com/mercedesyildizlartakimi
12 Back-up
63
7
Promotional Materials
Brochures
64
7
Promotional Materials
Bag
65
7
Promotional Materials
Posters
66
7
Promotional Materials
SLS brochure
67
7
Promotional Materials
SLS DVD
68
Agenda
1
Objective
2
Overview
3
Dealers
4
Activities
5 Test Drive
6
Branding
7
Printed Materials
8
Promotional Materials
9
Team
10 Facts and Figures
11
Social Media – www.facebook.com/mercedesyildizlartakimi
12 Back-up
69
8
Team
Total 33 persons
1 person for main registration desk + 2 persons for registration of test drive
1 person for SLS display
8 persons for test drives (car explainers)
2 persons for displaying cars interiors and PS3
1 person for lojistics of promotional materials etc.
1 supervisor + 1 assistant of event coordinator
2 bus drivers + 3 truck drivers + 1 van driver for event coordinators
2 persons for technical services
2 persons for setting up and dismantling SLS stand
2 car cleaners + 1 photographer
2 event coordinators
1 passenger car sales dealer consultant from MBT
70
8
Team
71
Agenda
1
Objective
2
Overview
3
Dealers
4
Activities
5 Test Drive
6
Branding
7
Printed Materials
8
Promotional Materials
9
Team
10 Facts and Figures
11
Social Media – www.facebook.com/mercedesyildizlartakimi
12 Back-up
72
9
Facts and Figures
Participant
Form
Test Drives
LEADs
DİYARBAKIR
371
285
248
34
ANTEP
241
189
190
19
ADANA
297
223
261
36
MERSIN
135
108
111
20
HATAY
267
207
215
25
KAYSERİ
447
339
285
48
KONYA
203
159
155
24
HAS IZMIR
175
137
155
31
EGEMER IZMIR
144
101
107
23
DENİZLİ
159
132
147
21
ANTALYA
157
124
125
22
KOL. ANKARA
445
302
264
50
MEN. ANKARA
254
190
178
39
ESKİŞEHİR
287
226
238
42
BURSA
322
251
223
42
SAMSUN
223
157
155
15
TRABZON
283
217
185
21
4.410
3.347
3.242
512
TOTAL
73
9
Facts and Figures
Test drive distribution according to models
Total Test Drives
B-Class C-Class C Estate CLC-Class E-Class E-Cabrio E-Coupe E 63 AMG GL-Class GLK-Class S-Class SLK-Class
DİYARBAKIR
248
-
1
10
15
-
44
35
38
28
17
22
38
ANTEP
190
-
-
5
4
4
28
27
49
23
9
20
21
ADANA
261
-
4
6
9
9
39
40
47
30
18
27
32
MERSIN
111
-
6
1
1
6
19
7
34
7
6
10
14
HATAY
215
-
-
11
9
6
36
29
46
15
12
19
32
KAYSERİ
285
-
29
3
1
35
39
-
39
36
33
34
36
KONYA
145
-
7
-
1
11
26
-
31
15
16
16
22
IZMIR (HAS OTOMOTİV)
155
-
-
3
4
-
35
-
37
13
12
27
24
IZMIR (MENGERLER İZMİR)
107
-
4
-
-
4
28
-
34
11
4
12
10
DENİZLİ
147
-
7
-
2
-
31
-
32
13
12
24
26
ANTALYA
125
-
6
-
-
9
28
-
36
9
15
13
9
ANKARA (KOLUMAN)
264
-
25
11
13
28
42
-
19
27
27
39
33
ANKARA (MNEGERLER)
178
-
8
10
4
20
40
-
20
14
18
37
7
ESKİŞEHİR
238
-
24
2
15
-
42
-
32
21
29
34
39
BURSA
223
-
10
8
2
22
39
-
34
25
24
28
31
SAMSUN
155
1
11
2
16
-
-
-
34
-
-
46
45
TRABZON
185
-
-
23
32
-
-
-
36
-
-
44
50
74
Agenda
1
Objective
2
Overview
3
Dealers
4
Activities
5 Test Drive
6
Branding
7
Printed Materials
8
Promotional Materials
9
Team
10 Facts and Figures
11
Social Media – www.facebook.com/mercedesyildizlartakimi
12 Back-up
75
10
Social Media
www.facebook.com/mercedesyildizlartakimi
• Global SLS Facebook applications are adapted.
• An interactive facebook SLS Brandshow website is created and the site is updated via brandshow photos and videos
76
10
Social Media
www.facebook.com/mercedesyildizlartakimi
77
10
Social Media
www.facebook.com/mercedesyildizlartakimi
78
10
Social Media
www.facebook.com/mercedesyildizlartakimi
79
10
Social Media
www.facebook.com/mercedesyildizlartakimi
80
Agenda
1
Objective
2
Overview
3
Dealers
4
Activities
5 Test Drive
6
Branding
7
Printed Materials
8
Promotional Materials
9
Team
10 Facts and Figures
11
Social Media – www.facebook.com/mercedesyildizlartakimi
12 Back-up
81
11
Back-up
82
11
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83
11
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84
11
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85
11
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86
11
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87
11
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11
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89
11
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90
11
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91
11
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92
11
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93
11
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94
11
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95
11
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96
11
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97
11
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98
11
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99
11
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100