Events are a good way to connect with consumers, even to make a statement about the brand. They can be fresh, impressive and leave a lasting memory, since they involve the whole person, not just sending visual or audio stimuli. In the course of one week I experienced two events - and they couldn't have been more different.

On Wednesday night, Audi had invited us to a new experience in One15 on Sentosa island in Singapore. The elaborate invitation evoked Audi's engineering milestones and motorsport history, but did not exactly spell out what was on offer. I arrived on time, and a valet parked my car. On the stairs leading up to the reception desk I met the Audi GM and Head of Marketing - then I signed in and explored the location. It was big but not too big, with areas for sheltered seating and outdoor standing. Waiters with trays were everywhere and ensured a steady flow of champagne. The crowd had really made an effort, dressing up for the night (the invitation had stated 'cocktail attire') and everybody looked like a Hong Kong moviestar. I bumped into a few friends and an SMU colleague - then the show began.

After words of welcome Audi showcased the new Audi S3, S5 and S8, followed by a fashion show, which gave the evening a very classy feel. From everybody I spoke to I heard that "this is the new Audi" and "the brand really has arrived". AXN interviewed me at length, and I praised the organisation, location and positioning of the event.

Not so much sales driven, but very brand building. My favourite car that night (and bound to win over Singapore): The TT Roadster.

I should have known that Friday would be different, just judging from the invitation: A small black piece of cardboard (ok, some of the ink glowed in the dark, as my assistant Bruce found out) which asked Mr Jorg Dietzel to join the launch of the new Mercedes-Benz C-Class at Oosh, a fashionable bar in Dempsey Road. I arrived on time but had to find the valet in the back of the parking lot before he could take over my car. The venue itself is quite nice for an outdoors bar - streched out, with lots of greenery and small paths leading through it. Most of it was open air, so it did not help that it was raining a bit. Hostesses were sent out with big umbrellas. I joked with mine about sharing our "little umblella" (as in the Chinese song), but she just looked at me, looked at her umbrella, and said "It's not that small what." Champagne was not available at this event, but waiters (some of them students working as part timers, I would guess) offered wine and beer. (When I asked one, "what kind of beer is this?", his answer was: "Normal beer.") The crowd was a bit lost in the greenery, and there was no clear centre of attention; finally the car was unveiled and Tay Ping Hui, the brand ambassador, sat down in one.

People flocked to the cars (there were classic and avantgarde- versions, also with different engines) and sat inside, open/close door- everything you do before you sign a deposit cheque. Ah, so that's what it was - a sales event. Not much brand, but I am sure they did good business that night. People were mostly older, in short- sleeved checkered shirts and floral dresses - the stereotypical Mercedes-Benz target group. The car looked ok to me - safe but not unpleasant.

Ok, so maybe I am biased. Or I am comparing apples with oranges, brand with sales. But I loved the yachtclub event and subsequently the brand; while my outtake from Friday night was: Not for me.

Jorg