Fusion Events creates all-American experiential campaign for Renault

Fusion Events agency has created a 32-day experiential display for Renault's latest model, Captur, ahead of the car's official launch on 1 July.

Fusion's display, including a 24ft climbing wall
Fusion's display, including a 24ft climbing wall

The 40m by 26m display area in Westfields shopping centre, west London, has been divided into three areas representing the colour collections of the new car - Arizona, Miami and Manhattan.

In the Arizona section, Fusion has placed a 24ft high climbing wall, below which it projects an image of the Grand Canyon, giving the impression people are climbing over a 1,500ft drop.

This has been used as a data capture device, where Fusion has sent the more than 8,800 climbers to date a picture of them on the wall, which includes a link to register their interest in the car.

The Manhattan area incorporates a piano cocktail bar, complete with cocktail shaking barman, while the Miami section features a replica NBA basketball court, sun loungers, palm trees and a DJ.

Gianni Mason, client services director at Fusion Events, told Event: "Because it’s an invasive environment in a shopping centre, we needed something that would attract people to the stand.

"We decided to make it focused on being an engagement stand – the risk is that people are there for the entertainment factor, but we are actually converting 47%.

"It’s significantly over and above what we would see from a normal shopping centre campaign," he added.

The campaign ends tomorrow (19 June).

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