By Carla Warrilow Posted October 13, 2011, 3:18 PM EDT
Taking advantage of the Greenbuild conference and expo in Toronto last week, Fisker Automotive launched Karma, a luxury electric car, on October 6 at Aria Ristorante. About 100 guests attended the launch, which included a discussion with Fisker C.E.O. Henrik Fisker.
“It’s been a really interesting project,” said producer Jason Wanderer of Los Angeles-based Precision Events Group. “Rather than the traditional cocktail party, the concept was to have a bit of a discussion.” Mark Hacking, an award-winning automotive writer, led the sit-down discussion with Fisker C.E.O. Henrik Fisker. Precision Events limited the guest list to 100, creating an intimate event, exclusive to those who might be interested in purchasing the luxury electric vehicle. “We’re not making it a mass marketing opportunity, but really targeting a group of people,” Wanderer said.
The car itself was not on site as originally planned, due to a problem with Customs; the planners declined to explain what happened. Instead, an iPad display showed off the features of the car.
At the back of the space, Precision Events created a media wall. Guests selected one of four informational videos about the Karma on an iPad, which was then shown on a large screen. Prospective buyers could also type in their contact information to learn more about the car.
On their way out, guests received a copy of Architectural Digest magazine (a partner of Fisker Automotive), a flash drive with information about the car, and a Hot Wheels toy version of the Karma.