Project Description

June 2, 2010, in the heart of Moscow, the world premiere of the Polo sedan - a new car of Volkswagen brand, which was created specifically for Russia, will be fully produced at the plant in Kaluga and sold at a price of 399 thousand rubles.

We were actively preparing for this event, constantly feeling ourselves heroes of the classic spy movie. After all, before removing the cover from the car at the presentation, we had a tough embargo - we had to carefully hide all the details on the model, including its photos and the officially approved name. No forwarding of the press kit by email, no re-posting to the network. The transfer of media is strictly from hand to hand. In general, the mystery spurred the curiosity of not only journalists but all of us.

At the premiere of the new Polo sedan, we accredited more than 200 representatives of Russian and German media, including regional counterparts from Kaluga, Novosibirsk, Yekaterinburg, Ufa, Samara, Nizhny Novgorod, Rostov-on-Don, Barnaul and other cities. Within the framework of the presentation, individual interviews were organized with the top management of the concern and the Volkswagen brand, as well as with Italian designers who were directly working to create the image of the new car.

When preparing for a serious event, you always secretly think that it will be hard now, and after a day of X, you will be able to relax well. But practice every time, contrary to all hopes, shows that day X is not the end, but just if it is not the beginning, it is certainly the culmination of important and complex work. Sending journalists additional information, answers to questions not answered at the event (mostly "And when will you be able to ride?"), Monitoring of the outputs, preparing urgent reports and trying to squeeze huge press clipping to cram it into an e-mail, analyzing the tone of publications and comments users. But there is a looming new project ahead (journalists really need to go for a ride).

Well, what can we say? It is too early, to sum up the final results of the project, but the overall mood of the publications pleases us now. Significantly warm the soul of the poll results on the car page rbc.ru, which was attended by 20 026 people: "Which of the sedans 1.6 MT to 400 000 rubles you would have bought if necessary?"

69.7% Volkswagen Polo 105 hp 399 000 rub
11.9% Renault Logan 102 hp 387 000 rub
8.5% Hyundai Accent 1.5 102 hp 377 700 rub
5.6% Lada Priora Suite 98 hp 373 279 rub
2.3% TagAZ Vortex Estina 119 hp 399,900 rub
1.1% Lifan Solano 106 hp 355 770 rub
0.6% BYD F3 100 hp 375 000 rub

(Source: http://www.autonews.ru/voting/autonews/).

And we, of course, with our inherent pride believe that this is the fruit of our labor.

Клиент Volkswagen

Tags Event PR