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“ About a week before the event , we decided to use Kinesis to lift the front panel of the LED box instead and then built a supporting structure and worked with both lighting and structures suppliers to design and rig Kinesis motors and add dramatic lighting design to complete the effect .”
Challenges
While the launch presented some significant production and structural design challenges , the biggest risk was undoubtedly the weather .
“ In the seven days we were on site , we went through multiple weather warnings including two severe wind warnings which took us very close to the design limitations on the structures ,” confirms ‘ O Shea who described the conditions on the day as “ biblical .”
Working on an active race circuit , with massive distances between the studio , skidpan and production areas also made moving around the site difficult and communication critical .
“ You can ’ t just pop out from the gallery to talk to someone , because it would take you fifteen minutes to get there ,” confirms Anand . “ That meant communication and complete trust was key .”
Surprisingly , Covid-19 doesn ’ t feature on the list of challenges for this launch . In fact , Anand believes the pandemic presented a
unique opportunity , “ The client originally wanted this to be a live event that may be streamed . Covid gave us the opportunity to reset that balance , and ensure everyone felt that being an online event first was the right way to go ,” he says .
However , Anand concedes that creating a live experience for four different audiences - the in-person attendees , online viewers , 131 super fans and contributing experts , all with different content delivered at the same time - certainly added to the complexity of the event .
“ It really was a matrix of deliverables and each show or experience had to feel like it was designed exclusively for that audience , even though we were trying to do ten things at once ,” he says .
Outcomes
The launch of the Lotus Emira surpassed all expectations . Within an hour of the event , thousands of potential customers had configured a car on Lotus ’ website and the online stream has been viewed over a million times so far .
Anand attributes the event ’ s success to good storytelling and collaboration saying : “ Fundamentally it ’ s about storytelling and it ’ s about audiences . With this form of hybrid event the potential audience and potential for engagement is so much higher , but you have to change your mindset .
“ To deliver the event , our job is to paint the outline of what needs to happen and then we rely on everybody working on the event to make it better and use their skill and talent to improve it . The numbers speak for themselves , the engagement speaks for itself , the impact it had speaks for itself .”
Get in touch to find out how Anna Valley can support your next event . www . annavalley . co . uk