The launch of a new car needs to be an exciting, immersive experience, and this event ticked all the boxes… content was big, bold and disruptive and this, together with the AV elements, ensured an experience which really created a sense of anticipation and interest around the new model. Working with Saville for many years, we knew we were in safe hands.Cormach Moore
The new Suzuki Swift Sport was unveiled at the Silverstone Circuit in May, at an exciting launch event designed and managed by leading creative agency, NOAH. Saville AV was called upon to deliver the technical production, helping to produce an immersive experience which created a real buzz around the new model.
150 car dealers travelled to the iconic circuit over two days to see, hear and experience the latest Swift model, through an interactive conference and test driving session. The Swift Sport is Suzuki’s ‘new hot hatch’, and the event aimed to reflect this with a fun and engaging event, which created a real sense of drama and anticipation around this latest addition to the Suzuki range.
Working closely with NOAH, Saville AV oversaw full technical production for both the conference session and test drive area, which took place in Silverstone’s Stowe Complex. In the main room, Saville installed three screens in u-shape formation, complete with projection blend, to create a truly immersive screen experience. Sound enhancement, including D&B Q7s and Q subs were fixed in close to proximity to the audience to further enhance this.
The Saville team worked to ensure the lighting and sound complemented the agency’s dramatic graphics and content. A fantastic light sequence led to the big reveal of the new model, with delegates then moving to the next room for the test drive. The drama didn’t stop there either, a haze machine, LED batons and Robe Robin LED beams, and dramatic music in the nine-pit garage, helped gear the delegates up for the driving experience.
Cormach Moore, Founding Partner of NOAH, explained: “The launch of a new car needs to be an exciting, immersive experience, and this event ticked all the boxes. We created graphics and content which were big, bold and disruptive and this, together with the AV elements, ensured an experience which really created a sense of anticipation and interest around the new model. Working with Saville for many years, we knew we were in safe hands when it came to the technical elements of the event, and were particularly pleased with the dynamic lighting and sound sequence, which the team designed to accompany our content. We were delighted with the look and feel of the event, and actually saw a visible reaction from the audience when the car was unveiled.”
Who are NOAH?
An exciting (and excited) ad agency that believe anything is possible and every piece of work can be brilliant. They are driven by success – if their product doesn’t sell, they have failed. They create magic that helps brands to fly, mixing a can-do attitude with bags of experience, and plenty of expertise.
At Silverstone, planning events is what they do. They’re used to planning large scale, iconic events from the Formula 1 British Grand Prix to exclusive product launches, industry conferences and award ceremonies. You’ll get a dedicated and experienced event manager taking care of every aspect of your booking. The venue offers flexible spaces for up to 3,000 people, a unique auditorium used by the F1 teams for brieﬁng before the races and the latest technology. Plus, there’s over 600 acres of land along with four circuits. You can also choose your circuit for car and bike club day, demonstration or a manufacturer day.
Working on a NOAH event is always a fun project, and the launch of the new Swift Sport was no exception. Taking place at the iconic Silverstone Circuit, we worked in collaboration with the team to transform the event space, ensuring the screens and sound was positioned to fully engage the audience. This, coupled with dramatic lighting and on-theme soundtrack, created a truly immersive experience.Michael Edwards