GERMANY – Vok Dams stages extraordinary ‘open-air’ event for Lamborghini
Kicking off two weeks’ activities was a formal presentation on Ocean Drive in Miami
Beach. A fleet of the Roadsters, accompanied by a police escort, then thrilled crowds
of onlookers as they drove to Miami International Airport, where several Lamborghini
Aventador LP 700-4 Roadsters raced in front of a Boeing 777.
The new super sports car demonstrates amazing power and performance, with its
top speed of 350 km/h considerably faster than the “mere” 290 km/h a Boeing 777
accelerates to for take-off.
This unique presentation was the result of a long and intensive collaboration with
American authorities, including the Federal Aviation Administration (F.A.A.) and the
Miami Dade district. A PR spectacle in a class of its own, under the apt working title
of ‘Miami City Takeover’, the event was precisely planned, designed, developed, and
choreographed by project specialists from Vok Dams’ office in Hamburg who, together
with their British partner agency Goose Communication, were responsible for the
international launch event.
The Hotel W South Beach was adopted as the exclusive base camp for the Lamborghini
Aventador LP 700-4 Roadster launch. Here, event guests (as well as the affluent
and influential hotel guests), attending for 36 hours each in ten event ‘waves’, were
entertained each night by a Collezione Automobili Lamborghini fashion show. Each
morning a police escort accompanied the international media, dealers and VIP from the
hotel to the Homestead race track where the extraordinary Roadster, which accelerates
from 0-100kmh in just 3.0 seconds and has a top speed of 350 km/h, was put through
its paces by event participants. Each evening, the Roadsters and their drivers returned
to The W South Beach via a scenic tour through Miami and Miami Beach, under the
jealous gaze of Lamborghini fans and paparazzi.
The strong presence of both the brand and the new Roadster in the region, as well as
in the local and international media, turned the fashion and merchandise collections of
Lamborghini into sought-after ‘must-haves’, which could be purchased at a specially-
designed Lamborghini pop-up store in the exclusive Lincoln Road area of the city.
Timo Hallwachs, Chief Creative Officer of Vok Dams Events, summarized the
results: “We produced a brave and innovative event concept in conjunction with a
client that constantly wants to push boundaries and do things differently. Through
consistent regional-political lobbying and a simply sensational international team of
both Vok Dams and Goose Communications, we managed to make Lamborghini
and the Aventador LP 700-4 Roadster not only the talk of the town in Miami, but
internationally. The media coverage, the thrilled dealers and VIPs and an order bank for
this extraordinary car well into 2014, speak for themselves.”