The general brief was also the main challenge: Make the SEAT press conference stand out and lure journalists to it – in a setting, which is buzzing with another 65 press conferences and 150 new models are being presented.

The other objective was to immerse the journalists in SEAT’s brand world, bring up all relevant elements and information about the two cars and stirring up emotions – all in a mere 13 minutes.

The third objective was to do justice to two characteristically different cars, while keeping them tightly together under the umbrella of one unique brand.

Under the umbrella of the slogan “Technology To Enjoy”, we brought the brand to life: We conceptualized a press conference that first pulled people in through an eyecatcher, then held their attention with an atmospheric multimedia-based re-enactment of a speed record the Cupra had recently broken in exactly the record time newly set. A super-slow-mo staging of dance, wind, light and sound made the car’s raciness truly palpable.

To draw in a crowd that formed the base for the grandstand atmosphere, we had a Marilyn Monroe Look-Alike levitate under the ceiling, with two SEAT Mii hidden under a gigantic version of Monroe’s iconic white dress. The dress was then gently blown away to reveal the car.

With a ceiling 12 meter high, a parachute-silk-dress 6.5 meters long, its skirt covering 250 square meters, the reveal proved to be a particular challenge. To uncover the hidden cars in an elegant way, we used a mixture of helium and CO2 and divided the dress in four invisible parts – that is, after innumerable rounds of trial-and-error. How it was going to work out in the end: That we could only test a day before, when the booth was set up.

“Total immersion, total information, total emotion – you truly surpassed our expectations”: This is how our clients summed up our performance and the design of the press conference. They also were thrilled with both the amount and the quality of reporting generated at the press conference, as journalists truly followed the two storylines we had given them.

Because not only our clients were very happy with the design and implementation, the participating journalists were also thrilled: “Awesome and outstanding”, “a brilliant idea” and “truly far-sighted” were just some of the comments the journalists left at the SEAT Media Lounge.

Not to forget the general interest we attracted – our Marilyn became talk-of-the fair, simply because the staging was so outstanding and visible from afar. A crowd of hundreds and hundreds gathered at the SEAT stand, and stayed. To be entertained and informed, or rather: to enjoy technology – just like the slogan said.

Spanish automotive manufacturer SEAT is known for offering emotional and dynamic, yet affordable cars.

They wanted us to present two models at the Geneva Motor Show: The brandnew SEAT Leon Cupra (from CUP RAcing), a high performance compact car that only recently had broken a speed record at race track Nürburgring, aimed at fun-loving men between 30 and 49 who love both design and technology, and the SEAT Mii in its redesign by MANGO, a fashionable little city car designed by the Spanish fashion brand aimed at a primarily female target group that’s urban, young, and chic.