The Connexia and Yamaha Motor partnership hits new heights.
For the 75th 2017 EICMA International Motorcycle Show, which was recently held in Milan, the legendary Japanese motorcycle manufacturer once again chose the Doxa Group’s data-driven marketing and communication agency as its strategic partner to develop the creative concept and production of its 2017 Global Press Première and the Faster Sons space in the “East EICMA Motorcycle”, the innovative new Milan Motorcycle Show fringe event devoted to specials at the Ventura venue in Lambrate.
As always, the primary goal of the Yamaha Global Press Première, which kicked off the world’s most important week-long motorcycle show, was to unveil Yamaha’s exclusive new products during a world première to a nearly seven-hundred-strong audience of media, Yamaha dealers, VIP guests, and users live streaming the event around the globe. Yamaha’s latest additions will join the manufacturer’s vast line-up from the start of 2018: they include the new Hyper Naked MT-07 and MT-09 SP, Sport Touring Tracer 900 and Tracer 900 GT, the Adventure XT1200ZE Super Ténéré Raid Edition with the Ténéré 700 World Raid Prototype and the eagerly-awaited, revolutionary NIKEN, the first ever three-wheel motorcycle.
Drawing inspiration from the legendary Japanese manufacturer’s multifaceted offering and tapping into its incredible flair for giving all bikers unique, unforgettable emotions with the high-tech specs and elite style of its products, Connexia created the original “Pioneers of Emotion” concept. An unprecedented 3D stage show illustrated the concept with a mind-blowing interplay of video mapping that projected the hallmark features from the various product families onto multiple screens and a half sphere in the middle of the stage, enabling the Global Press Première to make everyone there feel as if they had just stepped into the infinite universe of Yamaha.
Hosted by MotoGP™ reporter Gavin Emmett and with appearances from Yamaha’s top management, the show offered guests an insight into the characteristics of the individual Yamaha “worlds” by unveiling the highly-anticipated products with exciting testimonials from some of the brand’s ambassadors, including nine-time World Champion and Movistar Yamaha MotoGP team rider Valentino Rossi who explained how his life and the story of Yamaha are intertwined by the same winning spirit.
As Yamaha Motor’s social media agency, Connexia also organised and managed the live streaming of the entire event on the brand’s global page and live coverage of all the brand’s social media properties so that motorbike fans the world over could watch and enjoy the Yamaha Global Press Première live.
For “East EICMA Motorcycle,” the new fringe event launched this year by a joint collaboration between EICMA and the famous “East Market Milano,” Connexia developed the creative concept and production of Yamaha’s Faster Sons space, an area at the Ventura venue in Lambrate, Milan.
The event theme revolved around the passion for specials, the style of vintage street markets, collecting and motorbike art. Connexia selected elements and content to perfectly match this theme and create an area devoted to Yamaha’s Faster Sons world, a family of bikes created from a bike building philosophy that blends a love for retro style with modern technology.
The space was designed with wood and metal fittings in pure industrial style to showcase the Faster Sons vintage-inspired clothing line, and provided the perfect way for visitors to the first “East EICMA Motorcycle” to get up close and personal with the stylish Yamaha XSR models and some spectacular Yard Built specials customised by the world’s most famous bike builders, such as XSR900 ‘Swank Rally’ by Deus Ex Machina, XSR700 ‘Double Style’ by Rough Crafts, and XSR900 ‘Stardust’ by OMT Garage.
A parade of artists added music and colour to the Yamaha “East EICMA Motorcycle” space over the four days: from a live Irish folk rock performance by Virgin Radio’s Andrea Rock and his acoustic trio to the Basque artist Perdinande Sancho who drew the Yard Built specials live on a digital tablet with a savvy mix of art and technology, and the famous duo of voices from the motorbike world DJ Ringo and Giovanni Di Pillo, who entertained guests with an endless supply of anecdotes, such as their latest incredible experience with Yamaha on the legendary Bonneville Salt Flats in Utah (USA).
In addition to the two main events, and as part of the busy 2017 EICMA week, Connexia’s events team managed and produced the Yamaha Motor Scandinavia dealer meeting, which brought together all the Yamaha Motor dealers from Sweden, Denmark, and Norway for the first time ever at EICMA. Plus, Connexia held an official welcome dinner for Yamaha’s European dealers immediately after the Yamaha Global Press Première.
The agency also managed the visual merchandising/display for the 2018 clothing, helmet, and accessory lines on the brand-new Yamaha Motor stand at the Rho Trade Show.
“We are very proud of our agency’s long partnership with Yamaha Motor. Working with the legendary Japanese brand is always challenging and very intense,” said Paolo D’Ammassa, the CEO of Connexia. “It is a great thrill for us to be at the seventh EICMA as Yamaha Motor’s partner of choice: for years our communications experts have successfully found the best way to showcase the motorcycle manufacturer to the world, whether it’s media relations and digital PR or presenting revolutionary new products and celebrating Yamaha’s values with bespoke events to meet the client’s communication and business needs.”