Event Background
In June 2014, the Munich Asian Logistics Biennale was held at the Shanghai New International Expo Centre. SANY Port Machinery took this opportunity to launch its world-first H8 energy-saving series. Towin PR, as the event planning and execution partner, planned and executed the new product launch for SANY Port Machinery.
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Core Information
That afternoon, SANY clients were guided by staff to the Shanghai New International Expo Centre to experience the H8 energy-saving series exhibition. Through close interaction with the H8, multi-angle display of details, and clear commentary, clients gained an intuitive understanding of the H8's features.
In the evening, the SANY Port Machinery new product launch kicked off at the Sheraton Hotel. Towin planned a "Fa 8 Dance" inspired by SANY's characteristics as the opening act, followed by a Shanghai-style program "Night of Shanghai" to captivate the audience, setting the stage for the grand unveiling of the new H8.
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The launch was not just a product release but also a thank-you event for SANY's long-standing clients. The evening featured dance performances, lucky draws, and gifts, creating an unforgettable night with clients.
As the event drew to a close, coinciding with the World Cup in Brazil, Towin arranged an energetic football cheerleader dance that brought the atmosphere to a climax, earning thunderous applause.
Related Services
Towin PR provided full event planning and execution services for this event, including exhibition site setup, new product display planning, dinner program design, performance choreography, client reception, and interactive session planning, covering core services such as brand launches, commercial event execution, and PR events.
Industry Insights
In the construction machinery industry, new product launches are not just about product display but also an opportunity for deep brand-client communication. Combining exhibition visits with appreciation dinners, and incorporating local cultural elements and hot topics (such as the World Cup), can effectively enhance client engagement and brand favorability. Through meticulous planning and attention to detail, Towin helped the client stand out at a professional exhibition.
Summary
During the 2014 Munich Asian Logistics Biennale, Towin PR planned and executed the H8 new product launch for SANY Port Machinery, including an afternoon exhibition tour and an evening appreciation dinner. The event featured specialty dances, cultural performances, lucky draws, and a World Cup-themed show, successfully capturing client attention and strengthening the emotional connection between the brand and its clients.