To introduce Hella’s latest line of auxiliary lighting, B+S staged the ‘Hellaween’ event. Key customers and members of the media were able to drive through the Mojave desert at night using 13 Land Rover vehicles, each mounted with a different type of Hella auxiliary light. Periodically, the attendees switched vehicles so that they could experience first hand the different light beams providing by the range of lights.
At the conclusion of the desert run, guests were treated to a catered party in the ghost town of Goodsprings, NV. They went home on chartered buses with the latest sales / press materials in hand. The event generated trade and consumer media coverage throughout the following year.