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Saudia Formula E

Berlin and London

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Driving Brand Loyalty: Saudia’s Interactive Formula E Experience

FIA World Championship Formula E: Berlin and London 2024 

As the national flag carrier of Saudi Arabia, Saudia Airlines has established itself as a leader in innovation and sustainability, particularly through its partnership with the FIA World Championship Formula E.

In 2024, Saudia sought to enhance its presence and brand engagement at two major Formula E events: the Berlin E-Prix in May and the London E-Prix in July. The goal was to create an unforgettable experience that would not only showcase Saudia’s commitment to sustainable aviation but also captivate motorsport fans with a unique, interactive challenge that tied in seamlessly with the ethos of Formula E.

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THE SOLUTION

Pavegen designed and built an eye-catching and stylish installation using strobe lights and gamification with the ‘ElectroShuffle’. The ElectroShuffle challenged visitors to use their best dance moves to generate the most real-time energy in competition with each other. Two Pavegen platforms allowed players to battle for the top spot on the leaderboard and compete for the chance to win tickets to next year’s festival.

IGNITING ENERGY THROUGH INNOVATION

 

THE SAUDIA FORMULA E CHALLENGE

 

Pavegen collaborated with Saudia and their agency to design a groundbreaking fan engagement activation that would bring the brand’s sustainability message and passion for e-motorsport to life. The centrepiece of this activation was the Pavegen X2 energy generator, a state-of-the-art flooring system that converts kinetic energy from footsteps into electricity.

 

Pavegen adapted one of its popular energy challenge race track games to deliver a custom Formula E experience for Saudia. This bespoke version featured a virtual Formula E race car that sped around a digital track based on the intensity of the participants' movements on the Pavegen X2 energy-generating flooring.

 

 

 

POWERING THE EXPERIENCE WITH EVERY STEP

 

The Pavegen X2 flooring was surrounded by LED lights, color-coded to Saudia’s brand, which illuminated with every step, jump, or sprint on the renewable energy-generating surface. Fans who took part in the challenge had their energy contributions directly impact the speed of a virtual Formula E car, simulating a lap around a racetrack. The faster they moved, the quicker the car completed its lap.

 

The game was displayed on a large digital screen, integrated into a sleek, custom-built stand designed specifically for these high-profile events. The stand was designed to be easily set up and dismantled, making it perfect for the pop-up activations at the Berlin and London E-Prix events.

 

Our designers, engineers, and software experts collaborated closely to ensure that the technology seamlessly connected with the physical stand. The result was a visually striking and highly engaging brand activation that not only drew attention but also provided participants with a memorable and interactive experience.

 

To enhance the educational aspect of the experience, each participant's performance was displayed at the end of the game, including their lap time, total energy generated, and what this energy equated to in real-world terms—such as the duration it could power an LED bulb, the talk time it could provide on a mobile phone, or the distance an electric vehicle could travel.

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DRIVING ENGAGEMENT AND SUSTAINABILITY: SAUDIA'S IMPACT AT FORMULA E

The Pavegen X2 activation at the Berlin and London E-Prix events in 2024 was a resounding success, creating a powerful brand experience that resonated with both motorsport fans and Saudia’s broader audience.

OVER 211k WATTS OF ENERGY  & 1350 FANS ENGAGED

Over the course of the two events, more than 1350 fans participated in the energy challenge, generating significant amounts of renewable electricity and engaging deeply with Saudia’s sustainability message.

By combining cutting-edge technology with interactive gamification, the activation did more than just entertain—it educated fans on the importance of renewable energy and how small actions can contribute to a larger impact. The real-time data collected from the activation provided valuable insights into the energy potential of human activity, reinforcing Saudia's commitment to sustainable innovation.

DATA DRIVEN INSIGHTS & MEMORABLE ENGAGEMENT

Saudia’s activation at the FIA Formula E World Championship in 2024 was more than just a showcase; it was a statement of intent.

By investing in innovative, interactive experiences like the Saudia Formula E Challenge, Saudia demonstrated its dedication to not only leading the way in sustainable aviation but also engaging with its audience in meaningful ways. This initiative solidified Saudia’s position as a forward-thinking brand in the global motorsport arena, aligning perfectly with the spirit of Formula E and setting a new standard for brand activations in the industry.

As Saudia continues its journey towards a sustainable future, this partnership with Pavegen at the Berlin and London E-Prix events will serve as a cornerstone, illustrating the airline’s commitment to making a positive impact on both the environment and the communities it serves.