The theme was the focus from first ideas to final implementation. Therefore, a consistent communication and central stylistic elements characterized the concept. The successful combination of brand and driving experience played with the contrast between “normal” and known luxury, and the differently perceived “Lamborghini luxury”.The seven brand values were individually illustrated all through the event. Made more tangible by means of the play of colors contrasting Lamborghini in Black and White with the “normal” world in gay colors. The brand and the new Gallardo LP560-4 were impressively silhouetted against the sparkling and garish world of Las Vegas.

From May 8 to May 24, 2008, over 600 people of three different target groups – international automobile and lifestyle journalists, dealers, and VIP guests – experienced the Lamborghini Gallardo LP560-4.Product launch and brand experience were aimed at positioning the new model and emotionally charging Lamborghini. The intense examination through rousing event features and an emotional and individual experience of the car familiarized the guests with the product and brand.A fundamental understanding of the new product, a lasting impression of the brand, and news coverage highlighting not only the car but also the Lamborghini experience were the satisfying results.