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The Race to Climate Neutrality - Auto Giant - Alicante, Spain

For global automotive giant - six iconic cities

THE CHALLENGE

Our client is a global premium-segment automotive brand who is committed to a sustainable future, with its sights firmly set on achieving its climate neutral goals by 2040.  

Six Iconic Global Cities

The company is a premium partner of one of greatest round the world Yacht challenges, consisting of a six-month long, circumnavigation of the world, set over nine legs and travelling over 32k nautical miles. The race mission is to be a catalyst for change by accelerating the protection and restoration of our seas and is using its global platform to inspire all those that it can reach to take action to help the ocean.   

Raising Brand Awareness

To raise awareness of our clients pioneering sustainable future, the automotive company has set up interactive booths in the race village of six of the nine stopover cities to display their latest all-electric vehicles, talk about their goals, and share their sustainability journey with race attendees.  

A fun, interactive, kinetic brand experience

Our client asked Pavegen to design and build a Kinetic Brand Experience to help attract the public and race attendees to the booths with a fun, interactive and memorable brand activation.

THE GOAL: to raise public awareness of the climate change imperative the world is facing and educate consumers about the sustainability steps the automotive company is taking to be a fully electric car company by 2030 and climate neutral by 2040.  

  

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.

the solution

The Race to Climate Neutrality is the theme of the Kinetic Brand Experience by Pavegen. Game creators and software engineers at Pavegen designed a two-player energy challenge car race, where participants generate off-grid electricity by running and jumping on Pavegen’s award-winning Kinetic floor system. 

 

A Unique Kinetic Energy Game

As players compete against the clock in a 20 second energy challenge, they win bonus time to further improve their energy score by unlocking sustainability tokens located around a virtual racetrack. The more energetic and lively the player is with their feet, the more energy is generated by the kinetic floor and this action increases the speed of the car around the track. 

 

sustainability tokens reveal net zero intent

As each sustainability token is reached, it spins to reveal a CO2 reduction challenge that our client is working to achieve by 2040. Every token gives players a two-second bonus to generate off-grid electricity, and to reveal more CO2 challenges and climate commitments, helping to educate the participants and watching public about their sustainability intent. 

 

Competitive spirit to get the public returning

The amount of energy generated during the game is recorded as a ‘joules of energy score’ for the player. The more energy generated, the higher the score, and a leader board provides the competitive spirit needed to get the public returning to keep improving their score. 

 

A further 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 for, or the energy use equivalent of talk-time minutes on a mobile phone.   

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The Impact

The Race to Climate Neutrality has attracted a wide range of ages to participate in the kinetic brand experience. Due to the energetic and competitive nature of the activation, children and young families have enjoyed competing against each other, alongside seasoned race fans, and wider public visiting the race village.  

Physical and digital challenge attracts all ages

 A clever use of physical and digital participation to reveal key brand messages throughout the ‘The Race to Climate Neutrality’ challenge, has helped our client raise awareness of important brand messages, including global climate issues it supports, the intent of the company to become climate neutral by 2040, and educating consumers of all ages about its current all-electric range of cars.   

Global Public Awareness of  Important Brand Message

Over the course of six months, the activation aims to help the automotive brand to improve consumer knowledge and awareness of its electric vehicle product range and help strengthen its reputation in the marketplace for its pioneering commitment to sustainability.