Product launches - additional case studies

Fiat Panda Launch - Tour

Hired by Arc Marketing on behalf of Fiat to produce a promotional tour based around Fiat’s new award winning Fiat Panda (‘Car Of The Year’ award 2004) and existing advertising campaign with the strapline ‘A new breed of Panda’. Initially asked to create and cost several package ideas for the tour, from which one could be chosen. With creative expertise and supplier knowledge four concepts and accompanying budgets were compiled, giving Fiat a comprehensive overview of a range of creative possibilities and costings, starting with small ventures as well as larger projects.

From this brainstorm and research, Fiat choose a unusual tour concept, with six of their panda cars to be toured in convoy from Edinburgh to London via six key cities as platforms for six huge and unique animal models, painted as pandas. These sculptures were commissioned for the event and made by a specialist model maker to ensure the logistical feasibility of attaching them to the cars and touring across the UK, as well as ensuring that they had the wow factor to get people talking as they passed through each city.

Fiat Panda Launch  - Wiltshire Horse

Following the great success of the production work on the Fiat Panda promotional tour based around new Fiat’s award winning Fiat Panda (‘Car Of The Year’ award 2004) and existing advertising campaign with the strapline ‘A new breed of Panda’, Arc Marketing and Fiat invited our experts to continue production on their live marketing campaign by dressing the famous chalk horse in Wiltshire in Panda colours.
An unusual and ambitious stunt, this involved several site visits with key technical and production crew before presenting a solution to the build of the project. Gaining permission from the local council and National Trust the team carried out all production and on site management, with twenty tonnes of black vinyl and metal pegs used to cover sections of the horse to create the illusion of panda for passers by. These were rigged by a professional climbing crew in harnesses on a 60 degree slope in 40 mile per hour winds and took over eight hours to complete. An impressive result was achieved with a considerable amount of resulting press coverage.

Sega Dreamcast Launch

Continental Drifts worked with West design to produce the public launch of Sega dreamcast. Continental Drifts worked with 5 teams of drummers and performers to create guerilla evening carnival processions through central London, culminating in a fabulous finale at Tower records and around Piccadilly circus.
The event involved split second timing and 5 separate staffing teams to ensure that everyone arrived for the finale at the required time. Continental Drifts had bespoke light-wire costumes made for the event and managed all performers and staff on the day.

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