In 2012 we created a converted shipping container exhibit that was the premium exhibit at the Top Gear Festival held in sunny Durban in South Africa.
So the challenge for 2013 was to ensure that we created a bigger, better brand experience for the visitors to the Top Gear event. 70 000 people were once again expected and with the benefit of hindsite we set about designing what can best be described as "Disneyland" for petrolheads.
This year we had a 20m x 20m open air space. Elements of 2012 where re-used and then we added even more experiential modules.
The exhibit was so successful and such a drawcard that aspects of it will be featured on both Top Billing and Espresso Morning Live as well as a range of other publications. Media interest was massive.
Key areas included
1. The LBR dome structure was created by in2structures. This structure created the housing for the Cruden Hexathrill simulator. It is the worlds only 6 motion base simulator and this alone created a ton of interest. Also internally were Ferrari Store, Vide e Caffe and internet stations where visitors could play the Shell Helix "Driven to Extremes" facebook game. Both Ferrari Store and Vida ran queues all day, every day. Hugely successful for both retailers.
2. The shipping containers created the action zone within which were the F1 racing sims. The F1 sims were used as a qualifying mechanism for the Cruden Hexathrill....thus turning the Cruden into a premium feature.
3. Other areas were a large skalektrix set for the kids, a F1 wheel change challenge area...this in particular was very popular with massive crowds who cheered on the participants.
4. The exhibit had a defined entry and exit point, which allowed the client to create a database of visitors and also allowed for the control of the large number of people that accessed the exhibit. Over 7000 persons were registered in 2 days.
Logistics
Over 220 crew onsite during the 6 day installation process
2 x pantechnicon vehicles delivered over 20 tons of equipment
2 crane trucks delivered the containers and Cruden
Over 120 Shell and promo staff worked on the exhibit over 2 days
Vida served over 3500 cups of coffee
7000 visitors through the exhibit in 2 days
6 Months in the making, 6 day build, 2 day show, 1 day strike.
HOTT3D again partnered with JWT Cape Town to create this experience. This is our favourite project annually. It is loud, fast, hot with a ton of eye candy in many forms...just perfect for the car enthusiast.
Durban again delivered a perfect event....we truly look forward to being back in 2014.
