Case Study

Nissan - The All New Almera

How The Magic Helped The Company

Doug Parker from Mark Kass Nissan approached us in Oct 99 to discuss plans to launch the All-New Almera (launch-date 22 Feb 2000). He had read newspaper coverage of Wayne's Magic Events and contacted Wayne to discuss what he could provide at their launch. Doug wanted something offbeat, with a big impact, to happen at all three of his Nissan branches. Rather than just inviting clients to view the car then leave, he wished to give his clients an evening out and a reason to stay.

We supplied a range packages that Nissan could budget and choose from. They each consisted of a light and laser show for the courtyard giving maximum impact on arrival. Whilst inside, we arranged for charicature artists to draw cartoons of clients sitting in the Almera, each client kept their cartoon which had the contact details of the branches printed on each one. Two close up magicians were at each venue and performed tailor-made magic illusions - one of which consisted of Nissan-printed pencils being pushed through borrowed coins and then given away as magical souvenirs.

Room decor was designed to be subtle so as not to take attention away from the cars, and accordingly gentle soft lighting was used around the showrooms with complementary background music. Catering was a cold buffet with a selection of champagne and wine.

Most importantly, the flash burst production of the All New Almera started the evening in dramatic style.

Three cars were unveiled including the sports version, which looked amazing as a slow mist gently lifted from the ground and the Almera sports suddenly materialised from it.

The promotions took place at the Mill Hill, Camden and Waltham Abbey branches.

Doug Parker, Group Sales Manager Nissan, later wrote :-

"Thank you for the professional management of the Almera launches. All the events were well timed and the execution and unveiling of the cars was just superb. We will certainly be using your services with future events again"

If you are looking for a unique way of launching your product or service, then please contact Wayne.