MCI France’s strategic approach to this 21-day event not only showcased the new Range Rover model but also positioned the brand within a broader lifestyle context, attracting media attention and ensuring full bookings throughout the event
The challenge
Attract top clients, prospects, partners, press and influencers to a venue in the South of France for a three-week event to launch the Range Rover Sport SV, Edition One.
The guests were invited at the venue ("Range Rover House") to try the new vehicles and also to discover the brand’s DNA through very exclusive experiences: dinners, masterclasses, workshops, artistic performances, talks…
The challenge was to create a different programme every day for 21 days, each day having to be VIP enough to make people want to take the time to come.
Creative strategy
Through dialogue and consultancy we ensured a comprehensive understanding of our client's challenges and composed a team of strategic planners, project directors and a partnership manager to rewrite the event’s storytelling, translating it into unforgettable experiences.
Not only did we envision the holistic programme for Range Rover, but we contacted and signed new partnerships in the name of the brand to reflect its DNA into wider fields of expertise (including watchmaking, interior design, culinary excellence, fragrance creation, musical and painting experiences) to deliver immersive experiences every day.
We worked hand-in-hand with our clients to make sure every detail matched with their definition of Modern Luxury.
The carefully curated experiences enthralled guests and reflected the true essence of Range Rover. Guests enjoyed unforgettable evenings featuring an exclusive concert by the virtuoso Khatia Buniatishvili, as well as extraordinary performances by the renowned dancers Mickael Lafon, Myriam Ould-Braham, Mathieu Forget and Victoria Dauberville.
They indulged in the art of pastry-making through a workshop guided by Le Royal Monceau – Raffles Paris pastry chef Quentin Lechat. The delights continued as they savoured exquisite vintages from Champagne Bollinger and the Caviar de Neuvic aboard a RIVA yacht.
Further enriching their experience, guests delved into the intricate world of watchmaking through expert-led masterclasses hosted by a horologist from Bucherer AG. They also immersed themselves in the captivating realm of perfumery, guided by the expertise of July of St Barth.
The Range Rover House was the epitome of modern luxury and sophistication, decorated with art pieces created by Christophe Delcourt, Sophie Dries, Dan Yeffet, Guillaume Delvigne and designer friends of the brand.
And, of course, there was the exclusive experience of discovering the new Range Rover Sport SV, Edition One for the first time in France.
Results
By extending our vision beyond Range Rover’s motor-driven world with our partners, we created an exceptional event: people came for the brand first but were also intrigued and engaged by this unusual and surprising mix of experiences that positioned Range Rover as a lifestyle brand. Media, press and influencers who attended the first three days created significant engagement about the House. As a result, most of the days were fully booked in advance.
The event completely exceeded our client’s expectations. The activation affirmed the effectiveness of our creative strategy and execution by delivering an exceptional experience that resonated with the target audience.
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