Contents Introduction 2 Industry Analysis 2 Context 2 Rationale 2 Target Market 2 Unique Selling Point 3 The Event 3 Concept & Objectives 3 Location & Venue 3 Food & Beverages 4 Music 4 Test Drive Experience 4 Theme & Design Features 5 Key Creative Elements 5 Inclusions/program design 5 Pre-function Ice Lounge 5 Opening Sequence 6 Entertainment 6 Celebrity Guest 6 Brand Manager 6 VR Experience & Interactive Safety Feature Display 7 Closing Stunt Show 7 Program Design 7 Event Layout - Sketch Up 8 Reference list 10 Appendix 11 Appendix 1.0 11 Appendix 2.0 11 Appendix 3.0 12 Appendix 4.0 12 Appendix 5.0 13 Introduction The ‘Autodrive Corporation’ is an Australian car company that has been established since the year 2000. The head office, manufacturing plant and warehouse are situated on the outskirts of Geelong, Victoria. Autobot Driverless Car Launch is an event that will expose a new era of driving in Australia. This event will be held by Sally McPherson, James West and Elyse Carmen in Melbourne’s Docklands a short distance from the heart of the central business district, on Saturday the 29th of April 2017. Industry Analysis Context With many car manufacturers having moved their assembly lines overseas, it makes the ‘Autodrive Corporation’ a fierce competitor within the market. History has shown us that with the passing of each revolution in production brings in a new era. From the passing of mechanical production in 1784, then the mass production in 1870 followed by automated production in 1969 and now the artificial intelligence production has arrived. Autodrive and the Autobot car are driving Australia into that next generation of production revolutions. Relevant factors include, many people these days are often too busy to handle their schedule without infinite hassle. They are always trying to keep up the demand of their social surroundings. Increased global warming means that the Autobot car is coming into a market where is will be received well. As this driverless car is not only space and time saving but is also economical and environmentally friendly, ensuring the Autobot car to be a hard to pass product. Rationale Autodrive Corporation is hosting and creating an event for the Autobot Car Launch. The aim of this event is to entice buyers to purchase this product as well as create a new range of car buyers in which Australia has never seen before. As shown in appendix 1.0 the aim of this event is to target early adopters, as they attribute to 13.5% of the population of the product buyer target market. There are multiple reasons to have a car launch for both consumer and product owner. However, publicity and attraction of new consumers will also be key outcomes for the lunch. It is often different for top managers to differentiate their products in comparison to others whilst intriguing the consumer (Roth, K 2000). By having a car launch potential consumers are able to hear, see and touch the product, this often allows for an increased sales margin. This product will have the ability to make any part of Australia attractive, as time will no longer become an issue, passengers will have the ability to enjoy the ambiance of their surroundings. In turn this will boost communication and community spirit. The launch of this product will assist in raising awareness throughout the nation which will in turn, create a positive image and buzz for when the ‘Autobot’ takes show throughout the rest of the nation through an associated road show. Target Market Consumers are what drives our products, they determine what the next trend will be and how long it will last. Why are these consumers the most likely to increase sales of the driverless car? Inner city Melbournites aged 25-45 are always looking for the next big thing, and are willing to pay the price for it. With a high disposable income, they are more than likely to pounce on the chance to join Australia’s first driverless cars club. This makes the driverless car an incomparable choice. With its sleek design, mobility and luxury feel it matches both social – economic standing and current lifestyle. Unique Selling Point This driverless car launch is like no other launch in the southern hemisphere. It is the definition of sleek and sophistication, from stunt shows to renounced race car drivers, whilst undertaking a social occasion with champagne by your side. Being the first of its kind in Australia the Autobot is Australia’s alternative safe and practical mode of travel. This is the point of differentiation in comparison to others. Studies have shown that having a driverless car can reduce congestion in urban areas and increase the road safety paramount nationally. With over 180,000 road toll deaths since 1925 safety in cars has become paramount. The Autobot has sensors, laser illuminating detection and ranging, radar, high powered cameras and learning algorithm software that updates constantly so consumers will never have to settle for out of date products again.