Passion. Excitement. Education. These were the three main objectives of Fiat Chrysler Automobiles’ (FCA) three-day interactive product launch and training for the brand new Abarth 124 Spider and previous Abarth 595 model.
Designed to capture the essence of the 'Abarth' spirit and embody all of its brand values, 120 delegates joined us at our 212 HQ and split into groups of 20 to partake in six personalised sessions. The personalisation of this event had a bigger purpose - to reinforce the ultimate customer experience which every customer should receive when they interact with FCA.
All spaces were designed to be engaging, interactive and informative with that punchy 'WOW' factor incorporated throughout. The main room depicted car racing grounds with a grandstand and a track, while Augmented Reality was utilised to help our delegates experience the car and its key benefits.
To emphasise the brand’s off-the-wall nature, a pit garage space, including iPads with videos mirroring the big reveal video on screen, gradually exposed the Abarth 124 Spider from inside a projection-mapped white box. Delegates experienced first-hand exploration of the car before heading to the pit lane where a number of Abarth vehicles were lined up and labelled with their names, ready to be taken on a test drive.
The show-stopping event was a huge success! Feedback within FCA and the dealer network has been excellent, and the project has been extremely successful for Abarth. Who says you can’t have fun while learning?