The activation was designed to celebrate Renault’s title as official automotive sponsor of the food and drink festival, organised by celebrity chef Jamie Oliver and Blur bassist and farmer, Alex James.
Appealing to all ages, the Family Zone featured a 24-foot-high climbing wall and sandpit to promote the Captur car, and a shaded chill-out area featuring the automotive manufacturer’s Zoe offering.
Other installations in the activation included the Clio area, which was inspired by the themes of love and Paris. Renault also provided Oliver and James with two electric Twizy cars for the weekend and showcased its new Twingo city car.
Gianni Mason, managing director at Fusion Events, said the climbing wall with HD cameras mounted to the summit drew the biggest crowds, who could share photos of their experience instantly via social media channels.
He added: "The experiential brand activation was created to reflect Renault’s ‘Life Designed’ design strategy. As official car partner of the three-day festival, Renault naturally took the opportunity of showcasing three of its models of greatest appeal to festival-goers."
Mihai Bordeanu, marketing director at Renault UK, said: "We were delighted to be the official automotive sponsor of 2014 Big Festival. The fit between the fun, family-oriented event which Jamie and Alex have created and our own brand, with its human-centric roots and cars designed for life, is a good one."
Fusion Events also produced Kia's activation at the festival, which included a giant slide and hamster mascots.
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