When the brand is the experience
When BP launched a North American partnership between their electric vehicle charging brand bp pulse and the automotive rental giant Hertz, they asked us to deliver a VIP experiential event that would give their audience ‘something special’.
Around VIP 100 guests, customers, and prospects would be in Austin Texas for MOVE, a leading transport technology show where we would deliver a stand to showcase their new vehicle charging technology.
Additionally, the brief asked us to create an evening VIP reception to complement their presence at MOVE and celebrate the new partnership with Hertz, where every element of the experience, both subtle and explicit, should evoke the energy and dynamism of the bp pulse brand.
We transformed a downtown Austin venue - a tall space with an urban, industrial feel - into a suave cocktail venue, with projectors and uplighting creating the perfect ambience. Even the scent in the room (uplifting citrus with warm spice notes) was carefully designed to inspire the desired emotions.
Five double-sided plinths formed the centrepiece of the experience, with ten large digital screens synchronised to display anamorphic, branded content that could be viewed from different perspectives around the room.
In keeping with the nature of the brand and our own sustainability guidelines, suppliers, food and drink were locally sourced, with a focus on traditional Texan fayre. We engaged a mixologist to create an energising bp pulse Margarita - 512 blanco tequila, lime, Cointreau, blue curacao, green herb salt, with a lime garnish.
All the elements combined to create a relaxed, informal environment where guests were immersed in the bp pulse brand. And they loved it!
“When we started the briefing, we insisted that we wanted to excite people about this brand and have them experience its full personality! And this is what we did! The venue, the lighting, the food, music, scent, screen content – everything was BREATHING and representing the bp pulse brand at its best!!”
Sabine Seipler, bp pulse