In a product launch, the focus is generally on the product. This was not the case in the contemporary performance “Factor Corporate Platinum”. It was realised by the agency battleROYAL for American Express Argentina. 300 guests were invited to attend an unconventional multimedia experience and a singular product launch. Instead of a traditional symbolic opening show, the performance itself became
the central event. The guests experienced a modern theatre performance about their everyday challenges as Argentinian businesspeople – an emotional story about themselves and not about a product.
A specially designed set allowed visitors to immerse themselves deeply in the narrative. 3D projection mapping created immersive pictorial landscapes in real time. In terms of content, it was not intended to be just an artistic depiction of the historical and economic reality of the nation. The international artistic ensemble recounted the appreciation of Argentinian businesspeople and their successes. After the performance, the guests were asked onto the stage to interact themselves with the set and the video installation. Communication via Twitter and Instagram, as well as the product launch, gave the theatre performance centre stage. Before and during the event, for the participants it was about the higher cross-media perception of an exclusive art experience – and not about the advertising of a product.