Honda: Frankfurt Motor Show
by Will Courtney-Hatcher
Honda Motor Europe tasked Amplify with creating an exclusive preview event to unveil the new 2012 Honda Civic at the IAA Frankfurt Motor Show.
The event provided an intimate and entertaining environment for key global media and other industry opinion formers to get a first glimpse ahead of the official show opening.
The evening's theme revolved around the Civic messaging, ‘if you never venture into the unknown, how do we get anywhere new?' and, keen to avoid creating a conventional motoring experience, Amplify made the decision to do something a bit different. The car was revealed in dramatic fashion, suspended 70 feet above the guests' heads and the atrium floor.
The new Civic was the undoubted star, but additional highlights included developer Q&A sessions and a talk by Dream Factory Cultural Engineer Mark Stevenson, ensuring that guests had a truly memorable experience.
Close to 400 attendees were entertained and the unexpected grandeur of the evening ensured the new Civic was at the forefront of the minds of Europe's key media figures the next day.
