Project Overview
Carrspace partnered with Renault Australia to develop a dynamic, interactive and educational experience for fans at the Australian Grand Prix.
The ‘Powered by Passion Lab’ brought Renault’s rich motorsport heritage to life though sound, visuals, a world-first heart-rate racing challenge and was supported by pop-up events in Melbourne and Sydney, a free downloadable App, a dedicated Formula One microsite and a strong social media campaign.
The campaign was an overwhelming success with over 323,000 impressions linking Renault & Formula One, an increase in qualified leads by over 300%, thousands of social media views, and recognition by the international head office of Renault Sport F1 as an example of global best-practice.
Project Commissioner
Project Creator
Team
Tyson Carr - Creative Director
Madeleine Preece - Executive Producer
Katie Inglis - Producer
Taryn Atkinson - Account Manager
Andrew Chen - Production Manager
Joel Cogger - Designer
Juliet Xu - Production Coordinator
Taylor Hay - Production Coordinator
Project Brief
As the engine supplier to four of the eleven teams on the Formula One grid (including the 2013 world champions, Red Bull Racing) Renault has some serious motorsport cred.
However, with their contribution largely hidden under the bonnet they faced an awareness problem in Australia, with few people understanding their racing pedigree and the way that their motorsport innovation and technology influences their passenger vehicles.
Renault’s brief to Carrspace was to create an experiential marketing campaign that built Renault F1 brand credibility, engaged the wider Australian public as well as motorsport die-hards, and ultimately produced qualified leads.
Project Innovation/Need
Carrspace developed the experiential campaign around the key insight, ‘The engine is the heart of the car’, and all activities were designed to use the heart as a device to drive people’s attention under the bonnet in order to observe and celebrate Renault’s contribution to the motorsport world.
Onsite at the Australian Grand Prix, there was the ‘Renault Powered by Passion Lab’, an interactive lab-style environment that educated and enthralled fans.
The standout feature of the Lab was the Heart Rate Racing competition, a competition that challenged fans to race their hearts against each other on a custom-built, ceiling-mounted LED light track. The world-first initiative drew huge crowds into Renault’s dome with adults and children running on the spot, jumping, dancing and doing whatever they could to get their heart-rate up and win the challenge!
With hearts racing, fans were then able to engage further in Renault’s F1 story. The ‘Heart of the Car’ video installation, mounted in the bonnet of Renault Clio, reinforced the message that Renault’s passenger vehicles have the same ‘heart’ as their Formula One counterparts. The ‘Sounds of Power’ audioscape gave fans the opportunity to learn about the dramatic new changes in engine technology, whilst ‘Helmet Head’ got people testing their strength against a Formula One driver.
Design Challenge
This brief provided great scope for Carrspace to demonstrate our strong design capabilities. Winning the project in a competitive pitch in January meant that the lead-time from concept through to completion was less than two months! In that time, Carrspace prototyped, developed, tested, and built the world-first Heart Rate Racing challenge; designed and managed the build of the Pulse App and Powered by Passion Microsite; as well as seamlessly producing all of the on site activations, signage and collateral.
An added design challenge was to produce exceptionally engaging artwork that also adhered to the strict brand guidelines enforced by Renault, Renault Sport F1 and the Australian Grand Prix Corporation.
Carrspace worked with Renault to ensure that their involvement at the Australian Grand Prix was as sustainable as possible. Many of the activation assets onsite were designed to be re-usable – the skin of the dome has already been used several times at other events. Similarly, several of the activities are now being used as permanent installations at Renault’s head office.
User Experience
Along with the engaging activities on track at the Grand Prix, the Renault Passion Crew took the message to the streets in the weeks leading up to the GP. The Renault brand ambassadors targeted runners at mobile pit stops, re-fuelling people with bottled water, and taking heart rates using the Carrspace-produced Renault Pulse App. All of this created dialogue around Renault’s involvement in motorsport.
The Renault Pulse App also became a tool that engaged people beyond the four days of the Grand Prix event. The free app allows users to get a heart rate reading and post it to their own social media, as well as acting as a platform to learn more about Renault and motorsport.
To amplify the event further, Carrspace produced a microsite for Renault – which became an online hub of exclusive articles, videos, race commentary, interviews and credible social media feeds. www.renault.com.au/passion
Overall, the marketing campaign was incredibly successful, with a high level of engagement onsite, an increase in qualified leads by 300%, and recognition from the International head office of Renault Sport F1 as an example of best practice.
Marketing - Branded Experience
This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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