- 190 squaremetres promotion area on the Arena Plaza
- Exhibition with several models of the VW ID.3 and Seat Mii
- Use of banners, flags and stands
Take an e-car directly to the shopping centre – literally: this experiment was launched by the local car dealer “Will hier raus” in October 2020 and several brand-new, fully electric city runabouts from VW and Seat were parked right in the middle of the Arena Plaza. However, the dealer was by no means looking for a particularly convenient spot to start a shopping spree through the extensive shopping aisles. Instead, the high-horsepower promotion event showcased the range of compact cars from two different manufacturers to the many mall visitors.
Plenty of space for a successful presentation
The 190-square-metre event area, centrally located in one of the most highly frequented areas of the centre, provided the ideal stage. There are good reasons why it is a popular stop for many roadshows and one of them is that almost every single one of the more than 19 million visitors each year passes through the area between the entrance and the escalator to the upper floor. Thanks to the light shining through the glass dome, the mall’s signature design feature, the elegant design details were optimally illuminated. And the inviting ambience in a trendy industrial style invited visitors to take a good look at the VW ID.3 and the Seat Mii.
For the two-day campaign, the dealer presented models in several versions. This gave interested visitors the opportunity to get to know the different configurations that both brands have to offer: The ID.3 is not only VW’s first purely electric car, it also boasts a neutral CO2 footprint and impresses with its comprehensive range of options. Inquisitive visitors could explore some of those highlights directly on site during the interactive product presentation.
Of course, there was also the opportunity to sit behind the wheel of the Seat Mii. The compact city car can also be individually configured upon request. Those who opt for this chic car also benefit from discounts on rail transport, as the manufacturer cooperates with the ÖBB (Austrian Federal Railways). An attractive combination especially the visitors from the metropolitan region of Vienna showed great interest in.
Targeted use of attention-grabbing advertising media
To draw even more attention to the environmentally friendly exhibits, the dealer used some of the advertising media available in the centre for a particularly impressive campaign. Some of which included a huge banner with the supplier’s name and logo, colourful flags and display stands with practical information about the cars. Experienced consultants from the car dealer’s three locations in Vienna were also available to answer questions and to arrange appointments for a test drive. This event was met with a very positive response, especially after the Covid 19-related lockdown, and all safety precautions were observed.