At the official launch of two innovative new tyres from Cooper Tires, Australia’s largest provider of 4WD tyres, we certainly gave guests an event that would make a lasting impression.
Guests including the media and distributers were invited to a ‘Top Secret’ event to find out more about what is going to be Australia’s ‘most wanted’ tyre. Instructed to meet at Cooper Tires Sydney wholesale office, the official briefing location would remain a secret, to ensure the likes of Wikileaks could not get hold of information about the tyres!
The level of intrigue created by the invites insured a great turnout to the launch, which kicked off with burly Secret Service promotional guys greeting guests with a frisking at the first venue, where lunch was provided. A bus soon after arrived to take guests to the secret briefing location, a hanger at Bankstown Airport. This location suited the theme perfectly and with more promotional guys dressed as members of a SWAT team at this venue to interrogate guests, the ‘Top Secret’ theme was set.
The main spectacle of the event happened when the Cooper Tires team arrived in style at the hanger by plane and were greeted by a round of applause by guests. They were then escorted by the Secret Service along a red carpet which led to the stage where the tyre presentation took place. This totally wowed our guests and made a great impact to start the presentation off with.
Guests were later given the opportunity to speak with the Cooper Tires experts, while the new tyres on show around the hanger gave them the chance to see the product up close – guarded by our SWAT team of course.
To conclude the event, all guests were rounded up by the SWAT team and handed top secret press packs with some ‘most wanted’ wine before leaving on the bus.
The consistent theme we adopted throughout the day provided a fun atmosphere to launch the new tyres and reinforce the brand’s message that these are going to be Australia’s ‘most wanted’. Thinking outside the box and providing an interactive event allowed us to really engage with our audience and visually get the Cooper Tires message across.
