Neonormal launches activations at Formula 1 Grand Prix for Bentley Motors and Renault

Bentley-corp-hospo-2 (1).jpgNeonormal delivered multiple brand experiences at and around the 2017 Formula 1 Australian Grand Prix for Bentley Motors and Renault.

The Bentley Grand Prix experience kicked off on Thursday 23 March with the launch of the Bentley Continental Supersports, the world's fastest four-seater car. Following the reveal of the Supersports, retailers, customers and media had the chance to take the first Bentley Bentayga Diesel in the country for a spin at the Australian Automotive Research Centre (AARC) in Wensleydale, Victoria.
The Bentley Motors experience continued across the Grand Prix weekend with the Supersports acting as the pace car for the GT races each day. Elsewhere at the track, Neonormal designed, built and produced the Bentley vehicle display to showcase the Bentayga, Supersports and other cars from the Bentley range.

The Bentley Corporate Hospitality space, located within the VIP Paddock Club, was also the work of Neonormal. An extension of the Bentley BeExtraordinary Road Show which has been touring around the country since November 2016, the exhibition is full of curious and little-known stories about the craftsmanship, characters and racing heritage that have made the Bentley marque so distinctive.

3AW presenter Darren James labelled the Bentley Corporate Hospitality space the "best in show" during his Saturday morning program. He was most taken by the Roadshow elements including the display which demonstrated Bentley's customisation options. He told listeners: "It's just unbelievable. I felt as though I was in a Bond movie. Well done Bentley. Three votes. Best on ground."

Says Paul Edwards, creative director, Neonormal: "When developing the various creative solutions for Bentley, we were acutely aware of delivering experiences that sell cars as well as stories. Although a 100-year-old brand, Bentley has a powerful and contemporary offering that many people aren't aware of."

Says David Simpson, retailer sales manager - Asia Pacific for Bentley Motors: "Neonormal has helped us bring to life our Extraordinary Bentley story at the 2017 Formula 1 Australian Grand Prix. We wanted to bring customers into our story and for them to leave knowing something new about Bentley; to feel more connected with the brand. Neonormal has found new and creative ways to do this and we're thrilled to begin the next chapter in our rich history by revealing the Supersports as part of this experience."

Renault_vr (1).jpgThe Renault experience

As part of Neonormal's ongoing relationship with French car brand Renault, the team conceived and delivered three distinct experiences supported by social content.

In the general admission area, Renault shared the experience of how drivers get into the zone on race day. In a bespoke area created Renault_vr_2 (1).jpgby Neonormal, racegoers had the opportunity to feel the rush of a virtual reality pit stop challenge, created by Renault's global agency, We Are Social. Neonormal amplified this story across social with a series of short videos that show how drivers Jolyon Palmer and Nico H├╝lkenberg get into the zone as the brand looked to own the moment on Twitter.

Neonormal also produced Renault's Corporate Hospitality facility where the brand hosted invited guests. Calling on the colour scheme of the Renault brand, the space was fitted out in grey and yellow with hero imagery and floral accents.

Elsewhere at the track, Renault welcomed ticketed visitors in the Renault Torque Bar, a premium facility run by the Australian Grand Prix Corporation sponsored by Renault.

These hero elements were accompanied on-site by Renault brand ambassadors as the business looked to generate qualified leads across Renault's passenger range.

Renault Australia's managing director, Justin Hocevar, was pleased to partner with Neonormal to deliver brand experiences at the Grand Prix for the fourth year in a row.

Says Hocevar: "This year, Renault is celebrating 40 years of Formula 1. What better way to mark this achievement than by sharing the Renault brand experience with racegoers."

Says Taryn Atkinson, account director, Neonormal: "Our aim at the Grand Prix is to give people an inside experience of Formula One - what goes on inside the mind of the drivers, or how the pit crew feels when they're under pressure having to change a tyre. These experiences reveal the often unseen aspects of the sport that echo and highlight Renault's uniquely French qualities - passion, tenacity, authenticity, uncompromising, defiance - all while connecting the brand to a wider audience."  

1 Comments

Blah Blah... said:

Brand stories, corporate this, tenacity that blah blah blah.
Yeah, saw the Renault stuff...fair enough, just fine.
But frig me...Bentley?
I just can't figure how they could give one of the world's most prestigious brands all the class of an Aldi bagging zone.
Normal indeed.

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