Some of the events we have created.

Categories: Experiential marketing events | Product launches & Press events

Winner Creative event of the year, at the Event Awards 2010.

Client Brief

Chillisauce were given details of the new Hyundai ix35 and asked to come up with a unique and daring launch that would appeal to car journalists and demonstrate the USP’s of the car.

Our Thinking

We came up with the ‘ix-pect’ theme, drawing attention to the existing advantages of Hyundai cars, but also focusing on the benefits of this particular model against its competitors. The aim was to highlight the unexpected assets and demonstrate that the ix35 would ‘surprise and delight’. The ix35 is best in its class for economy and emissions and now has world class styling to complement Hyundai’s reliable reputation, taking the manufacturer in a new direction.

The Finer Details – The Execution

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ix35 - HM inter (201) (1 of 12)

At every point throughout the day, Chillisauce ensured the journalists were surprised and delighted. Detail was key to the event as we wanted to ensure that all attending didn’t know what to expect next and that perceptions were constantly being busted.

Journalists arrived at a contemporary barn at the Henry Moore Foundation in Hertfordshire on Thursday 24th February which was surrounded by million pound sculptures. We transformed the empty art gallery into a sexy space to display the car and reflect the new stylish nature of the ix35.

A 3D artist was commissioned to create a fun and quirky floor drawing of the car in production and furniture was designed to fit the perception busting theme. Food (by Nomad Food Design) was served in small takeaway boxes on a sushi conveyor belt but the delightful twist was that it was good old hearty British grub found inside.

Interactive information about the car, projected drive times and short and snappy presentations ensured journalists enjoyed their time in the unique venue whilst gathering all the relevant information required before their test drives.

The Car

Journalists then took the ix35 off on a 3-4 hour driving route, with a few surprises on the way…

‘Chavvy’ window cleaners washed their screens and then contary to the norm gave the driver £1 and told them it had been a privilege to clean their car.

The disgruntled tax man was seen protesting at Hyundai diminishing his revenues, with a low emissions vehicle.

Journalists were taken for a coffee stop at a motor museum, where journalists were served coffee from a vintage airstream and doughnuts from a ‘doughnut man’ serving direct from spikes on his suit.

The Hotel

The drive ended at the Stevenage Travelodge where journalists initially appeared surprised, normally expecting something a bid ‘grander’. This was to be delivered inside…Guests were greeted by live harp music and liveried butlers who showed guests to their ‘pimped’ rooms. All public spaces were turned into a 5 star experience, including vending machines offering free champagne. Dinner continued the perception busting theme, with fantastically unexpected and unsystematic food such as éclairs to start and soup for pudding. As illusionist posing as a waiter was on hand to move the cutlery without touching it, break glasses then repair them and drop bottles through the table. The next morning journalists awoke to discover their hotel bar had been converted into a greasy spoon café overnight, together with your classic greasy spoon staff serving lardy and lardy-da breakfasts, but the food was worthy of a 5 star hotel.

Client Feedback

‘Now safely installed back at my desk and basking in the glory. Many thanks for all your hard work.’ Hyundai PR and Marketing

‘I just wanted to say thank you so much for all of your hard work. I thought the launch was absolutely brilliant and we’ve had so many emails from journalists saying how much they enjoyed it. Their highlights seemed to be the ‘Crossover Cafe’ and the fact that they were able to take away the towels and dressing gowns! On a personal note, I really enjoyed working with you all. A massive thank you once again.’ Hyundai PR and Marketing

‘Overall you guys did a terrific job.….Didn’t find anyone who had a bad word to say about it’ Motoring Journalist

Twitter comments during the event:

‘Travelodge by Hyundai – an interesting perception altering exercise’

‘Very novel, imaginative ix35 launch with lots of unexpected twists. Well done Hyundai for surprising us’

‘You will remember this launch, and not just due to the car. Whatever Mr Barnard is on, i want some…’