Worcestershire-based integrated creative communications agency drp recently produced the global launch event of Triumph’s new Bonneville Bobber motorcycle at The Printworks, London, on the 19th October 2016.
Just over 1000 people attended, which included hundreds of journalists, dealers, special guests, and celebrities from around the world, such as Rupert Grint, James McVey, Jess Glynne and Spencer Matthews.
With a live headline set by NME award-winners, The Vaccines, and support from DJ Harriet Rose, the warehouse venue was filled with a diverse mixture of Indie rock and racing sounds of the new Bonneville. A demonstration of the new model was successfully achieved through the means of an indoor Bobber drag race on a track length of 60 metres. ‘Team Triumph’, which included racing legends such as seven-times World Champion Carl Fogarty MBE and three-times world champion Freddie Spencer, competed against an international team of motorcycle journalists.
Paul Stroud, Chief Commercial Officer at Triumph Motorcycles, said: “Triumph’s new Bonneville Bobber is an incredible new motorcycle with breath-taking poise, presence, and peerless authenticity, so it was only right that we gave it an equally incredible launch before the bike makes its European debut at EICMA show in Milan on November 8th, 2016.”
drp completed the end-to-end event management, production, creative, tech, and video solutions for the event, with digital sign-in solutions, staging, and execution of the drag racing, as well as quirky photo opportunities with the Bonneville. On and post launch day, all of Triumph’s social channels gained a total of 61,965,014 in reach from 9th to 25th October. This is a direct result of the product launch event at The Printworks.
Head of Project Management at drp, Nick Ruffles, commented, “This was an extremely exciting event for drp with many eclectic elements from music to motorbikes, racing and striking staging, for the artists and the main attraction – the bike itself. The team worked extremely hard and we are ecstatic with the end result.”