Product launch events are focused on sharing product information and experiencing the product through test drives. The Boxster launch was different due to the emphasis on lifestyle and how dealers could take advantage of the chosen lifestyle positioning (breaking free) to differentiate and up market the Boxster from the competition. We made sure that all elements on the event were linked to or illustrated ‘Breaking Free’ to immerse the guests in to this positioning and to really get the message across. We took the layout of the surrounding land and used the volcanic nature of the islands to our advantage.

A trouble free and smooth event both from a technical and a logistics point of view, resulted in a satisfied key client and 1,800 Porsche dealers going back home positively charged about the new Boxster and the Porsche brand. In the post event guest survey, 95% of the guests mentioned that they were very satisfied with the event and its content.