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This conference –– which took place September 14th through the 20th at the Westin Savannah Harbor Resort and Convention Center –– was huge, in terms of complexity and scope:
• Four separate waves for four distinct audiences: North American Volvo dealers, salespeople, customers, and members of the industry press. (1,200 total participants)
• A total of ten general sessions, 16 breakouts, two awards banquets, and four days of hands-on driving, all presented within seven days. Plus custom messaging and speaker support for each audience.
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With tough new EPA clean air standards becoming law in January of 2007, Volvo needed to convince participants that Volvo Trucks are the “First Choice of Professional Drivers.” They also wanted to dramatize the magnitude of their full line of 10 Volvo Trucks for 2007, and convey their innovative new engine and transmission technologies. |
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CCW created a number of memorable moments for this conference, but perhaps the most compelling occurred during the opening general session for each wave. The presentation kicked off with a dazzling wide-screen video, which introduced Volvo’s “Driving Success” conference theme by juxtaposing running shots of Volvo Trucks with metaphoric “driving” images of galloping horses, churning windmills and pounding drums.
Immediately following, spotlights revealed a Drum Line Corps, in clusters scattered throughout the room. Pounding rhythmically, they weaved through the audience toward the stage, forming a dramatic tapestry in front of a gigantic 90-foot long projection scrim that framed the entire set. When their precision drumming reached a crescendo, strobe lights flashed as the scrim suddenly dropped to the floor –– spectacularly revealing 10 “big rig” Volvo Trucks arrayed behind it, bathed in multi-colored stage lighting.
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Audiences were thrilled, and so was Volvo Trucks. One of their main goals was to emphasize the depth and breadth of their new product line, and for them, our unique opening sequence took “Driving Success” to a whole new level.
Perhaps the success of the program is best exemplified by the fact that immediately following the first audience wave of North American Dealers, Volvo received almost 2,000 commitments to purchase new 2007 trucks. And these are big ticket items, folks!
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