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A Pavegen Kinetic Brand Experience for Global Auto GiantSails to Six Iconic Cities Around the World

PRESS RELEASE - London, 24 May 2023

The Race to Climate Neutrality is the theme of Pavegen’s Kinetic Brand Experience for Volvo Cars during a six-month, 32,000 nautical mile yacht race that circumnavigates the world, with Pavegen stopping off at six of the nine iconic international cities around the globe. 

The Race to Climate Neutrality

The Race to Climate Neutrality, is a fun and engaging feature located in one of the interactive booths set up at the Race Village by Volvo Cars to display two of their latest all-electric vehicles, talk about the company’s electric future and share its sustainability journey with race attendee at six of the nine stopover cities*. 
Designers and software engineers at Pavegen, created a two-player kinetic energy challenge game that is designed to attract race attendees to the interactive booth, and challenge them to see how much electricity they can generate with their feet, whilst educating participants during gameplay about Volvo Cars’ sustainability actions between now and 2040. 

Participants Generate off-grid electricity

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. 

Gameplay Reveals Key sustainability targets

As a token is reached by the car, it spins to reveal CO2 reduction challenges that Volvo Cars 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 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.  

educational features help raise awareness

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 for, 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, whilst raising awareness about the steps Volvo Cars 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 like Volvo Cars 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 Volvo Cars, whilst inspiring the public to take climate action.”

The Race to Climate Neutrality is a kinetic brand experience designed and built by Pavegen to help Volvo Cars raise awareness of important climate issues, the intent of the business to become climate neutral by 2040, whilst educating and informing 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).

For more information, photos and videos, please contact Pavegen Marketing and Communications team - email: 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 call this Citizen Impact; powered by Pavegen.

Pavegen helps power Kinetic Street Furniture applications such as USB charging, LED lights, 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’ festival and public spaces produce data to provide gamified experiences that help brands engage meaningfully with consumers. 

The company was founded in 2013 by Laurence Kemball-Cook who invented the Kinetic Paving technology that can now be seen in over 37 countries around the world.


Photo's for publication are available upon request from press@pavegen.com