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Post Event Report SLS Brand Roadshow “Yıldızlar Takımı” 01 June – 07 July 2010.

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Presentation on theme: "Post Event Report SLS Brand Roadshow “Yıldızlar Takımı” 01 June – 07 July 2010."— Presentation transcript:

1 Post Event Report SLS Brand Roadshow “Yıldızlar Takımı” 01 June – 07 July 2010

2 2 Objective Overview Dealers Activities Test Drive Branding Printed Materials Promotional Materials Team Facts and Figures Social Media – www.facebook.com/mercedesyildizlartakimi Back-up Agenda 1 2 3 4 5 6 7 8 9 10 11 12

3 3 Objective Overview Dealers Activities Test Drive Branding Printed Materials Promotional Materials Team Facts and Figures Social Media – www.facebook.com/mercedesyildizlartakimi Back-up Agenda 1 2 3 4 5 6 7 8 9 10 11 12

4 4 Launch the brand hero the new SLS AMG To create fascination throughout Turkey via SLS AMG and other niche MB products. To create showroom traffic in the dealers. To introduce the niche models for the first time in the selected regions. 1 Objective

5 5 Overview Dealers Activities Test Drive Branding Printed Materials Promotional Materials Team Facts and Figures Social Media – www.facebook.com/mercedesyildizlartakimi Back-up Agenda 1 2 3 4 5 6 7 8 9 10 11 12

6 6 SLS Brand Roadshow “Yıldızlar Takımı” included in the following key features: Period: 01 June – 07 July 2010 (total 17 events) Times: From 11.00 a.m. to 8.00 p.m. (9 hours per day) Personnel: Total 33 persons 1 person for main registration desk + 2 persons for registration of test drive 1 person for SLS display 8 persons for test drives (car explainers) 2 persons for displaying cars interiors and PS3 1 person for lojistics of promotional materials etc. 1 supervisor + 1 assistant of event coordinator 2 bus drivers + 3 truck drivers + 1 van driver for event coordinators 2 persons for technical services 2 persons for setting up and dismantling SLS stand 2 car cleaners + 1 photographer 2 event coordinators 1 passenger car sales dealer consultant from MBT 1 Overview

7 7 1 Calendar of Events: Total 17 events 1 June Diyarbakir- Gelecek Otomotiv 3 June Gaziantep- Koluman Gaziantep 5 June Adana- Mengerler Adana 7 June Mersin- Koluman Mersin 10 June Hatay- Hatay Has 12 June Kayseri- Bayraktarlar Merkay 14 June Konya- Bayraktarlar Merkon 17 June Izmir- Has Izmir 19 June Izmir- Egemer 21 June Denizli- Hastalya Denizli 23 June Antalya- Hastalya 26 June Ankara- Koluman Ankara 28 June Ankara- Mengerler Ankara 30 June Eskisehir- Hases 2 July Bursa- Mengerler Bursa 5 July Samsun- Mengerler Samsun 7 July Trabzon- Hassoy

8 8 1 Overview Shopping Malls: A billboard, which has been produced for SLS roadshow, has been placed at the shopping malls for two days in all provinces. The list of the shopping malls according to the provinces are as follows:

9 9 1 Overview Clothing: Grey trousers, white sport shoes and white shirt branded with Mercedes-Benz logo Display Vehicles: 1 x SLS AMG in iridium silver 1 x C 63 AMG in iridium silver 1 x SL 300 in calcite white 1 x M 350 CDI in obsidian black (excluding just after Antalya) 1 x SLK 200 K in calcite white (excluding just after Mersin) Test Drive Vehicles: 1 x E 63 AMG 1 x C 180 K ESTATE 1 x CLC 160 1 x GLK 250 CDI 1 x S 350 CDI 1 x GL 350 CDI 1 x E 250 CGI COUPE 1 x SLK 200 K 1 x E 250 CGI CABRIO 1 x B 160(optional - belonging to the dealers) 1 x C 180 K (optional - belonging to the dealers) 1 x E 250 CDI (optional - belonging to the dealers)

10 10 Objective Overview Dealers Activities Test Drive Branding Printed Materials Promotional Materials Team Facts and Figures Social Media – www.facebook.com/mercedesyildizlartakimi Back-up Agenda 1 2 3 4 5 6 7 8 9 10 11 12

11 11 2 Dealers

12 12 2 Calendar of Events 1. 1 June Diyarbakir- Gelecek Otomotiv 2. 3 June Gaziantep- Koluman Gaziantep 3. 5 June Adana- Mengerler Adana 4. 7 June Mersin- Koluman Mersin 5. 10 June Hatay- Hatay Has 6. 12 June Kayseri- Bayraktarlar Merkay 7. 14 June Konya- Bayraktarlar Merkon 8. 17 June Izmir- Has Izmir 9. 19 June Izmir- Egemer 10. 21 June Denizli- Hastalya Denizli 11. 23 June Antalya- Hastalya 12. 26 June Ankara- Koluman Ankara 13. 28 June Ankara- Mengerler Ankara 14. 30 June Eskisehir- Hases 15. 2 July Bursa- Mengerler Bursa 16. 5 July Samsun- Mengerler Samsun 17. 7 July Trabzon- Hassoy Dealers

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18 18 Objective Overview Dealers Activities Test Drive Branding Printed Materials Promotional Materials Team Facts and Figures Social Media – www.facebook.com/mercedesyildizlartakimi Back-up Agenda 1 2 3 4 5 6 7 8 9 10 11 12

19 19 3 Activities DJ music performance entertained the guests all day.

20 20 3 Activities Tea, coffee, soft drink and cookies were served all day.

21 21 3 Activities The SLS AMG A cockpit. An engine. Two wings. Is it still a car?

22 22 3 Activities The SLS AMG A cockpit. An engine. Two wings. Is it still a car?

23 23 3 Activities The SLS AMG The guests visited the webspecial of the SLS AMG by a touchscreen plazma.

24 24 3 Activities Gran Tourismo 5 for PS3 with The SLS AMG

25 25 3 Activities Gran Tourismo 5 for PS3 with The SLS AMG

26 26 Objective Overview Dealers Activities Test Drive Branding Printed Materials Promotional Materials Team Facts and Figures Social Media – www.facebook.com/mercedesyildizlartakimi Back-up Agenda 1 2 3 4 5 6 7 8 9 10 11 12

27 27 4 Test Drive Test Drive Vehicles : 1 x E 63 AMG 1 x C 180 K ESTATE 1 x CLC 160 1 x GLK 250 CDI 1 x S 350 CDI 1 x GL 350 CDI 1 x E 250 CGI Coupe (excluding just after Mersin) 1 x SLK 200 K 1 x E 250 CGI Cabrio 1 x B 160(optional - belonging to the dealers) 1 x C 180 K (optional - belonging to the dealers) 1 x E 250 CDI (optional - belonging to the dealers)

28 28 4 Test Drive The guests got a test drive ticket according to their preferences and test drive tickets were prepared by ten minute intervals. Total 48 sessions = Total 48 drivers (one driver in each session) Total capacity 11 vehicles (except the E 63 AMG) x 48 sessions = 528 persons

29 29 4 Test Drive Sessions for the E 63 AMG 14 sessions daily Total Capacity for the E 63 AMG 14 sessions x 3 drivers = 42 persons Each participant had an orientation tour with the other two participants of the car and the instructor, before their indiviual test drive with the instructor. The instructors gave a 10-minute briefing to test drive participants about the test drive area, safety driving and the technical information about the E 63 AMG.

30 30 4 Test Drive

31 31 4 Test Drive

32 32 4 Test Drive

33 33 4 Test Drive

34 34 4 Test Drive

35 35 4 Test Drive A tent system next to test drive area was used for the test drive registration and waiting or watching participants.

36 36 Objective Overview Dealers Activities Test Drive Branding Printed Materials Promotional Materials Team Facts and Figures Social Media – www.facebook.com/mercedesyildizlartakimi Back-up Agenda 1 2 3 4 5 6 7 8 9 10 11 12

37 37 5 Branding The SLS AMG Billboard for the shopping malls

38 38 5 Branding The SLS AMG Stand

39 39 5 Branding The SLS AMG Stand (back side)

40 40 5 Branding The SLS AMG Board

41 41 5 Branding The other boards

42 42 5 Branding The other boards

43 43 5 Branding The other boards

44 44 5 Branding The interior flags

45 45 5 Branding The interior flags

46 46 5 Branding The bus for the team transportation

47 47 5 Branding The Vito for the event coordinators transportation

48 48 5 Branding Ex-dome tents for test drive registration and waiting area

49 49 5 Branding Test drive registration desk

50 50 5 Branding Main registration desk

51 51 5 Branding The ex-up boards for test drive area

52 52 5 Branding The ex-up boards for test drive area

53 53 5 Branding The exterior flags

54 54 5 Branding Safety fences

55 55 Objective Overview Dealers Activities Test Drive Branding Printed Materials Promotional Materials Team Facts and Figures Social Media – www.facebook.com/mercedesyildizlartakimi Back-up Agenda 1 2 3 4 5 6 7 8 9 10 11 12

56 56 6 Printed Materials Invitation

57 57 6 Printed Materials Invitation

58 58 6 Printed Materials Registration form Evaluation form

59 59 6 Printed Materials Stickers for Test Drive Vehicles

60 60 6 Printed Materials Test Drive Ticket

61 61 6 Printed Materials Cards for test drive and gifts A test drive and a gift card were given to all participants from main registration desk. They could take their gifts or make their test drive reservation from test drive desk by these cards. (The participants who had not any card, (no card means the registration was not completed), were not allowed to take gift or make a test drive reservation.) Back side of cardsGift cardTest drive card

62 62 6 Printed Materials Facebook card A facebook card was given to all participants from main registration desk to inform them about facebook address of event. The photos which were taken the whole day, were added into the facebook pages, so the participants could see, save as and tag their photos.

63 63 Objective Overview Dealers Activities Test Drive Branding Printed Materials Promotional Materials Team Facts and Figures Social Media – www.facebook.com/mercedesyildizlartakimi Back-up Agenda 1 2 3 4 5 6 7 8 9 10 11 12

64 64 7 Promotional Materials Brochures

65 65 7 Promotional Materials Bag

66 66 7 Promotional Materials Posters

67 67 7 Promotional Materials SLS brochure

68 68 7 Promotional Materials SLS DVD

69 69 Objective Overview Dealers Activities Test Drive Branding Printed Materials Promotional Materials Team Facts and Figures Social Media – www.facebook.com/mercedesyildizlartakimi Back-up Agenda 1 2 3 4 5 6 7 8 9 10 11 12

70 70 8 Team Total 33 persons 1 person for main registration desk + 2 persons for registration of test drive 1 person for SLS display 8 persons for test drives (car explainers) 2 persons for displaying cars interiors and PS3 1 person for lojistics of promotional materials etc. 1 supervisor + 1 assistant of event coordinator 2 bus drivers + 3 truck drivers + 1 van driver for event coordinators 2 persons for technical services 2 persons for setting up and dismantling SLS stand 2 car cleaners + 1 photographer 2 event coordinators 1 passenger car sales dealer consultant from MBT

71 71 8 Team

72 72 Objective Overview Dealers Activities Test Drive Branding Printed Materials Promotional Materials Team Facts and Figures Social Media – www.facebook.com/mercedesyildizlartakimi Back-up Agenda 1 2 3 4 5 6 7 8 9 10 11 12

73 73 9 Facts and Figures ParticipantFormTest DrivesLEADs DİYARBAKIR37128524834 ANTEP24118919019 ADANA29722326136 MERSIN13510811120 HATAY26720721525 KAYSERİ44733928548 KONYA20315915524 HAS IZMIR17513715531 EGEMER IZMIR14410110723 DENİZLİ15913214721 ANTALYA15712412522 KOL. ANKARA44530226450 MEN. ANKARA25419017839 ESKİŞEHİR28722623842 BURSA32225122342 SAMSUN22315715515 TRABZON28321718521 TOTAL 4.4103.3473.242512

74 74 9 Facts and Figures Test drive distribution according to models

75 75 Objective Overview Dealers Activities Test Drive Branding Printed Materials Promotional Materials Team Facts and Figures Social Media – www.facebook.com/mercedesyildizlartakimi Back-up Agenda 1 2 3 4 5 6 7 8 9 10 11 12

76 76 10 Social Media www.facebook.com/mercedesyildizlartakimi Global SLS Facebook applications are adapted. An interactive facebook SLS Brandshow website is created and the site is updated via brandshow photos and videos

77 77 10 Social Media www.facebook.com/mercedesyildizlartakimi

78 78 10 Social Media www.facebook.com/mercedesyildizlartakimi

79 79 10 Social Media www.facebook.com/mercedesyildizlartakimi

80 80 10 Social Media www.facebook.com/mercedesyildizlartakimi

81 81 Objective Overview Dealers Activities Test Drive Branding Printed Materials Promotional Materials Team Facts and Figures Social Media – www.facebook.com/mercedesyildizlartakimi Back-up Agenda 1 2 3 4 5 6 7 8 9 10 11 12

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