Company: inVNT, New York, New York
Company Description: inVNT is a global brand communications agency that changes the way people think, feel, behave & perform.
Nomination Category: Live Event Awards Categories
Nomination Sub Category: Best New Product Introduction Event

Nomination Title: General Motors International Operations, Opel/Vauxhall

The date on which this nominated entry was first presented: September 24-28, 2012

Briefly describe the nominated event's objectives and how it met those objectives (up to 525 words):

An unfortunate stand location combined with an early morning press conference  timeslot inspired inVNT to propose a wildly creative and unique solution for  the debut of the Opel ADAM – a new youth market vehicle that launched at the  2012 Paris Auto Show. The idea centered around a highly unconventional pre- event poetry slam that powerfully communicated the youthful personality and style of the ADAM, ensuring that the vehicle received significant, positive coverage in a very competitive market.

Journalists who cover international motor shows are typically over-saturated with information. To overcome this challenge and seize attention, inVNT recommended creating a brand experience the day before the opening day of the Paris Auto Show. Small groups of key international journalists received special invitations for coffee or lunch at either a fashionable café near the iconic Eiffel Tower or a cool, urban location in the world-famous Pompidou Centre. As the journalists sipped café au lait and chatted amid the vivid flow of Parisian street life, a band of passionate spoken-word artists suddenly arose from the crowd. The performers riffed on themes of individuality, connectivity, mobility and energy – all key words associated with the ADAM brand personality – with original poetry that vividly described the lifestyle attributes of the ADAM vehicles. The media was surprised and entertained by these energized, visceral performances that dramatically called out Opel ADAM as a brand that celebrates personal expression, reflects unique style and serves as an extension of the individual.

The slam poetry performance culminated with the dramatic entrance of the Jam, Glam and Slam, three versions of the Opel ADAM. Pedestrians snapped photos as Opel designers and senior executives made short presentations right on the sidewalks of Paris. Journalists, tourists and bystanders were all fascinated by the unique way that inVNT helped General Motors International Operations and Opel achieve their objectives.

inVNT stepped outside the traditional motor show conference to reach journalists by creating an intimate and engaging multi-lingual experience that communicated the passion and energy of the ADAM, was authentic to the youth market and demonstrated optimism and confidence in the brand. Overall, inVNT’s iconoclastic slam poetry events reached over 300 journalists ahead of the official press day and left each one energized and with a truly visceral understanding of Opel’s new brand.

inVNT also produced Opel’s traditional auto show press conference – on the Opel stand – successfully incorporating many of the creative elements of the pre-show including a thrilling performance by all of the street poets, premiering the ADAM to 300 more journalists in a more traditional setting. Total Ad value of positive tonality coverage valued at $900K tracked by Media Watch. Opel Adam was the 4th most visible model in the industry.

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List the appropriate creative and production credits for this app: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Global Brand Communications Agency/City: inVNT/New York City
Client: General Motors and Vauxhall
Creative Director: Paul Blurton (Chief Creative Officer)
Producer: Jerry Deeny (Director of Strategic Events, Global)