TRO unveiled an experiential activation for luxury automakers BMW at the Goodwood Festival of Speed 2017 when it was held from 29th June – 2nd July. TRO’s concept for the German automotive brand’s main stand embodied the aspirational BMW way of life, with the agency designing a ground-breaking, premium experience for visitors.
Housed within an impressive four-tiered structure, the stand featured a roof garden offering exceptional vantage points of the event and views of the iconic Goodwood Hill Climb. Experiential elements included a sensory experience that captured visitor’s emotional reactions as a GIF in response to the powerful M4 exhaust, which was then printed into a flipbook. The stand also offered an M gaming station and a complimentary embossing personalisation with the purchase of a key ring.
The agency enlisted its creative technology department, TROi, to create a number of interactive elements for the stand. Visitors could place miniature products on touch screen table tops, which subsequently ‘came to life’, with product information, request a brochure and test drive as well as place an order for the vehicle.
TRO also delivered BMW’s offering in the Stable Yard, in which the BMW Concept 8 Series was the product pinnacle; along with the BMW Moving Motor Show where guests to the festival had the opportunity to drive up the renowned Hill Climb. In addition, TRO delivered the BMW Track Day, which 100 people participated in on the first day of the Festival.
TRO was also responsible for the design, production and management of the neighbouring MINI stand, which featured a number of iconic models housed in their own bespoke settings. The Festival also played host to the UK premiere of the new MINI Countryman Plug-in Hybrid – MINI’s first electric vehicle model.