Company: Opus, Milton Keynes, United Kingdom
Company Division/Group: Opus Create Ltd
Company Description: Opus excels in providing live face-to-face events. Our unique brand of events takes the relevant message and translates it into experiences and content which has the desired impact on the audience. We are an award winning agency in this field and work closely with our clients to deliver beyond the ordinary.
Nomination Category: Live Event Categories
Nomination Sub Category: Best Sales Meeting
Nomination Title: Lexus: Like No Other
The date on which this nominated production was first presented: November/December 2010
Briefly describe the nominated event's communications objectives and how it met those objectives (up to 500 words). After this description, provide URLs to online photographs, video clips, press clippings, etc. that will portray the event for the judges. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
Following the World première of the CT 200h at the Lexus Privileged Preview in February 2010, Lexus Europe required a comprehensive training event for over 1,400 European sales advisors, hosts, after sales, technical / service advisors, head office personnel and a VIP event for Fleet buyers.
Underpinned by the theme ‘Like No Other’, Opus designed and delivered a 2-night, 3-day event experience that would combine the essential theory classroom experiences with the dedicated hands on practical drive activities.
Event Resume (up to 500 words) including goals, development and results.
Unlike previous pan-European trainings, this event was designed specifically to reflect the new customer for the exciting CT 200h product – Lexus’ first foray into the fastest growing and largest premium segment of all.
During the project’s development ‘Like No Other’ became the measurement mantra for every event touch point. It was essential that the venue, the content, the experience, the communications and the drive activities were all ‘like no other’, ultimately requiring a more coordinated effort than on any previous training event.
The Four Seasons at Terre Blanche was specifically selected to reflect the customer experience values for which Lexus itself is so renowned. Five bespoke event spaces were created within the stunning grounds and property of the Four Seasons, with each delivering one focused theory / experiential session to support the launch.
An immersive ‘plenary reveal’ formally launched the CT to each daily audience, setting the tone for the event as well as introducing the revolutionary iPad, which would be used during each session to provide informative assets, capture feedback and present media pieces to guests in a very personalised format.
The fast paced classroom sessions included a new look at the customer characteristics which will influence the buying behaviours for the majority of CT prospects and also a motivational review of the Lexus Customer Experience LCE which took the form of a ‘premium sports locker room’ – designed to emphasise the finer points around strategy, tactics, team play and winning behaviour.
New for this event was a dedicated session which stepped guests through a process of action planning. As the launch deadline for CT neared, this session provided a detailed insight into the sales process, sales planning, vehicle appraisal and value chain management, all of which would be key factors affecting the new CT customer.
A full day of drive activities invited guests to compare the CT against its nearest segment competitors, both on the road and in a track dynamics scenario. Guests were also able to test their driving skills in an entirely new fashion, with the CT 200h Hybrid Efficiency Challenge – a ‘rally’ that provided specific insights into how to maximise the efficiency of the CT’s full hybrid technology.
In addition to full creative, content and production ownership, Opus was also responsible for all project and logistics management, including guest travel, venue selection / management, vehicle management, translation and catering services.
Results and Feedback
Over 96% of guests agreed the event had significantly helped them in preparation for the launch of CT
97% of guests agreed they would use their learnings back at the retailer
“A true Lexus Experience in the way we should transfer it to our customers.”
“Brilliantly organised and thoroughly enjoyable.”
“Faultless, brilliant trainers, great content, superb new product.”
“ The event was fantastically managed.”
“The use of iPads changed things for the better.”
“Very interesting, covered most unanswered questions for both sales and after sales.”
“Best so far, the driving was World class.; Well done Europe, and thanks!”
Hyperlinks to event video edit and images
List the appropriate creative and production credits for this entry:
3D Set Co