The theme was “Always Different. Always Lamborghini”. Automobili Lamborghini presented the new Gallardo LP560-4 during a two-day-event in Las Vegas.On this occasion, different target groups – international journalists, dealers and VIP guests – experienced Lamborghini’s perspective on the world of luxury. They immerged into the brand and its values while becoming part of an emotional show format and an exceptional product experience.The concept focused on establishing the Gallardo’s distinct positioning as “must-have” car for the luxury clientele, creating a unique and long lasting brand experience, implementing a dynamic car presentation with integrated test drive on a speedway and public roads.

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.

For Lamborghini, who is not launching a new car every year, the launch was of utmost importance. The guests expectations were also high, as the brand stands for unique products and memorable events.Tailored to the brand’s communication strategy, the guests were immersed into a consistent brand image backed up by the luxurious, different and emotionally appealing implementation of the event on site. Individual test drives were a unique experience for most of the guests. Combining the extraordinary surrounding of sparkling Las Vegas with an extravagant sports car – that created the raving success of the event.