Local shock absorber manufacturer Gabriel ran a series of surprise “Flash Mob” dance performances at Automechanika 2013. Groups of six dancers appeared at the main entrances different times and began a dance routine.
Visitors to the show were impacted by the surprise factor of dancers appearing from nowhere, and only near the end of each 2-3 minute dance was the Gabriel branding revealed.
“The Flash mob was done as part of the new branding strategy, also we will be running a series of REDALUTION competitions at the Parts Inform events to win a flip in the Gabriel Pitts Special aerobatic planes, a set of Gabriel shock absorbers or a range of Gabriel branded products,” said Sean Staley, Control Instruments-Automotive Divisional Head – Ride Control.
“For 2013, we are committed to continuing with more initiatives directed at the retail market and assisting Gabriel outlets to increase sales while promoting shock absorber and vehicle safety.”
The video can be viewed on Youtube: http://www.youtube.com/watch?v=nU7ZUMqLytA
About Gabriel:
Gabriel is a division of Control Instruments Automotive, a wholly owned subsidiary of the JSE listed Control Instruments Group. Control Instruments Automotive holds the manufacturing and distribution rights to the Gabriel range of shocks, struts and cartridge products for Sub-Saharan Africa.
Gabriel is now in its 79th year in South Africa. The company manufactures shock absorbers for most vehicles.
Gabriel was originally imported into SA in 1935. During that time, the company has introduced a number of world-first designs that were subsequently manufactured in plants worldwide. It was also the first shock absorber company to advertise on TV.