Nissan Launch Case Study

Nissan Launch Case Study

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I. Intro

Nissan commissioned AOS Events for the global launch of their brand new Nissan Patrol 2020 model in Abu Dhabi in September 2019. The event aimed to showcase the newest model of the incredibly popular Nissan Patrol to 750 VIP guests including members of the press. Nissan Patrol is the segment leader in the UAE, therefore, all eyes would be on this high-profile launch.

The event was designed to be a journey from the past into the future structured around four purpose built spaces. First, guests would enter a heritage area designed to showcase the evolution of the model over the years from the very first iteration back in 1951 to its present model. They would then enter an immersive space themed around the new technology integrated into the vehicle before taking their seats in the presentation zone.

The presentation zone would stage the grand unveiling of the new model and the fourth space would be used for a post-presentation networking reception. As the Nissan Patrol is particularly beloved by the UAE royal family, the organiser also had VVIPs attending the event. When preparing the proposal, AOS Events suggested Abu Dhabi’s world class exhibition Centre, ADNEC as the venue of choice for this launch.

II. Solution

Naoum Kikano, CEO of AOS Events says: "As a full service events agency, there are a number of practical things that we look for in a venue for our clients. Among them are a central location, good transport links and plentiful parking as well as an easy to use venue with exceptional facilities and support.”

The presentation centred on a giant LED screen that curved around the stage and provided a stunning backdrop to the new model Patrols that were being showcased on a purpose built stage with integrated revolving sections to show off every angle of the new vehicles being unveiled. On-screen content was used dynamically supporting the presenter’s points and ensuring that the audience, who were seated on a bespoke built grandstand felt engaged throughout and a segment showing the nation’s founder Sheikh Zayed driving a Nissan Patrol was particularly well received by the audience.

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The most impressive moment came when the visuals on screen synchronised between the 3D animation and the actual car driving onto the stage. The event had a strong focus on Nissan intelligent mobility and highlighted technological advances in the new model on screen. Creating a fully branded and immersive space for the audience in a blank canvas event hall presented a challenge, but this was achieved thanks to the flexible spaces and the operational support provided by ADNEC’s teams.

The event used two halls and was spread over 11,000 sqm. ADNEC’s protocol team who are highly experienced in managing VVIP presence at the venue were on hand to ensure a smooth experience for members of the royal family in attendance from start to finish.

III. Verdict

Both the end client, Nissan and the agency were pleased with how the event went in terms of attendance and positive media coverage. Naoum Kikano commented on the support he and his team received from ADNEC.

“The team were professional and very supportive. The support we received from all departments from security to cleaning to sales and management was second to none. You really treated the event like it was yours, the working environment here is very welcoming and I felt like we were part of one team. I would definitely recommend the venue again.”

Khalifa Al Qubaisi, CCO of ADNEC said “Abu Dhabi National Exhibition Centre were immensely proud to have been chosen as the venue for the global launch of the Nissan Patrol and to have hosted a phenomenal event that drew the attendance of so many VVIP guests. Our teams thoroughly enjoyed working on the event and loved seeing it come to life.”