Purity were briefed to design, create, build and operate three live experiences in conjunction with the Abu Dhabi Grand Prix. The experiences were to be activated in the run up to and over the final race weekend of the season aiming to raise awareness of the Marriott Rewards programme to F1 fans.
Purity worked with global sponsorship agency Rush Sports & Entertainment for the third year in a row to support the Marriott and Mercedes partnership.
To meet the objectives the stands were to be designed and operated to enable participants to enroll into the Marriott Rewards programme and raise awareness of the partnership between Marriott Rewards and Mercedes-AMG Petronas Motorsport. Purity built each stand in market with our production partner in the Middle East.
The ‘Marriot Garage’ was creatively inspired by the Mercedes F1 Team Pit Garage and sat next to the official Mercedes stand within the Yas Marina Circuit Fan Village. We created various touch points within the stand including an enrolment reception area, a step and repeat photo backdrop for visitors to take photos against for social media (merchandise was given to fans tagging their photo online) and an interactive replica Pit Wall supported by Bose headphones. The main event was a four-car simulator experience giving fans the opportunity to race around the Yas Marina Circuit. The person who completed the fastest lap each day won exclusive Mercedes F1 prizes.
Local bilingual Brand Ambassadors worked across the various experiences enrolling visitors to the Marriott programme using iPads, taking photos of participants on the backdrop and uploading to social media, and inputting the fastest laps onto the leader board. The activations at Le Meridien Hotel and Yas Hotel were of a similar, scaled down design to create consistency across each location. These had two simulators and ran separate competitions with prizes including weekend grandstand tickets.
The lucky daily competition winners won fantastic prizes including a tour of the Mercedes F1 Pit Garage, tickets to the exclusive Formula 1 Amber Lounge, official signed merchandise from Mercedes drivers and a driver meet and greet at an exclusive Yas Hotel event. Reach throughout the 4 days was over 20,000 people, with over 1,000 participants on the Simulators across the week.