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Pavegen Sailing the World with Global Premium Car Brand

Kinetic Brand Experiences

Kinetic Brand Experiences


A Pavegen Kinetic Brand Experience for a Global Auto Giant Sails to Six Iconic Cities Around the World

Blog Post - 24th April 2023 - LONDON, UK

Pavegen set sail in January 2023 to embark on a six-month, 32,000 nautical mile yacht race that circumnavigates the world with a Kinetic Brand Experience for a premium automotive brand. The theme of the experience is "The Race to Climate Neutrality," which invites visitors to take part in an interactive game that challenges them to generate electricity using their feet.

two-player kinetic brand experience

Designed and developed by Pavegen's team of software engineers and designers, the two-player kinetic energy challenge game is a fun and engaging feature located in one of the interactive booths set up by the global auto giant at the Race Village. The game is designed to attract race attendees and challenge them to see how much electricity they can generate with their feet, while educating them about the premium automotive brand's sustainability journey and its ambitious net zero targets.

Participants generate off-grid electricity by running and jumping on Pavegen's award-winning Kinetic energy floor system. As they compete against the clock in a 20-second sprint, an animated car speeds around a virtual racetrack displayed on digital screens. Players win bonus time to increase the total amount of energy they generate by unlocking sustainability tokens located around the racetrack. The more energetic and lively the player, the faster the car travels and more electricity is generated.

The Race to Climate Neutrality unlocks sustainability tokens

As the animated car reaches a sustainability token, it spins to reveal CO2 reduction challenges that the premium automotive brand is working to achieve by 2040. Every token gives players a two-second bonus to generate more off-grid energy and to reveal more CO2 challenges and climate commitments.

The amount of energy generated during the game is recorded as a 'joules of energy score' for the player. The higher the score, the more energy generated, and a leaderboard provides the competitive spirit needed to get the public returning to keep improving their score. An educational feature of the experience is the conversion of the 'joules of energy score' into interesting comparisons, such as the length of time an LED bulb can stay on or the energy use equivalent of talk-time minutes on a mobile phone.

The purpose of the game is to provide a fun and educational experience about the climate change imperative the world is facing while raising awareness about the steps the global auto giant is taking to become a fully electric car company by 2030 and climate neutral by 2040.

Laurence Kemball-Cook, Founder and CEO of Pavegen, said: "The only way society will achieve net zero and help save our planet is by responsible businesses and brands taking a lead with ambitious net-zero targets. We're delighted to provide a bespoke Kinetic Brand Experience to help amplify the sustainability intent of our partner, while inspiring the public to take climate action."

Kinetic Energy Floor HELPs Raise Sustainability and Net Zero Awareness

The Race to Climate Neutrality is a kinetic brand experience designed and built by Pavegen to help the premium automotive brand raise awareness of important climate issues and educate the public about its all-electric product range of cars.

The six stop-over cities are Leg 1 Race Start - Alicante (Spain), Leg 4 - Itajai (Brazil), Leg 5 - Newport (United States of America), Leg 6 - Aarhus (Denmark), Leg 7 - The Hague (Netherlands), Grand Finale - Genoa (Italy).


Find out the full facts in our Official Press Release and Case Study



For more information, video content and photos of Pavegen, contact press@pavegen.com

About Pavegen

Pavegen is a purpose-driven technology business that helps power change and generates positive outcomes for people and planet. Laying underfoot inside buildings, public spaces and at events, Pavegen Kinetic Paving harnesses the power of people’s footsteps, creating not only a small amount of energy – but also imaginative, interactive experiences and data, to help educate, engage and enable meaningful actions around sustainability and Net Zero intent. Pavegen calls this Citizen Impact; powered by Pavegen.

Pavegen helps power Kinetic Street Furniture applications such as USB charging, LED lights, and Green Wall irrigation systems, whilst data from the system can be used for public educational purposes on digital display screens. Kinetic Brand Experiences at live events, expos, festivals and public spaces produce data to provide gamified experiences that help brands engage meaningfully with consumers.

The company was founded in 2009 by Laurence Kemball-Cook who invented the Kinetic Paving technology that can now be seen in over 37 countries around the world.