GERMANY – Vok Dams successful with Lamborghini
At this year’s Gala Awards 2014 in Nashville, the agency for events and
live-marketing Vok Dams succeeded in convincing the judging panels
twice. Consequently, the coveted prizes in the categories “Most Outstanding
Spectacle” and “Best Event Produced For A Corporation Or Association: Overall
Budget Above $ 500,000” were awarded to the agency based in Germany.
This confirms Vok Dams’ strategy to concentrate its creative potential and
to convert this into spectacular events.
An especially successful example for this is “The Fastest City Takeover Ever!“,
which was the motto of the launch of the Lamborghini Aventador LP 700-4
Roadster in Miami, and which was one of the projects honored.
400 international dealers as well as lifestyle- and automobile-journalists
experienced the extreme performance and the elegant design of a world
brand on Miami’s Ocean Drive. It was here, at the “boulevard of the American
automobile elite”, that the official presentation was kicked of.
A test-drive-parade through town further attracted the attention and admiration
of several thousand onlookers and became the talk-of-town. At Miami
International Airport, the busiest airport of the United States, a unique high-
speed experiment was conducted: at the runway several Lamborghini
Aventador Roadster sped in front of a Boing 777 – a PR-spectacle, which went
around the world.
The event also kicked-off a Live Campaign – a campaign in which the event is
not just a mere communication channel but generates content and thus forms
the epicenter of the overall campaign.
It is this cohesive approach that turns events into the most important
communication measure in the whole marketing mix.