An awe-inspiring installation soaring above the competition at the Australian Grand Prix

Renault \ F1 Grand Prix

Results

1st

Awarded Global Best Practice by Renault Sport

140%

Delivery on lead targets

175%

Increase in leads vs. previous year

Brief

Automotive brand Renault wanted to leverage its partnership with Australia’s biggest motorsport event — the Formula 1 Australian Grand Prix — and celebrate 115 years of their racing heritage.

So they engaged Neonormal to create a memorable, holistic brand experience campaign with three core objectives — qualified leads, social engagement and increased brand familiarity and love.

Experience

To soar above the crowds (literally!) at the Grand Prix, we mounted a real F1 car on a vertical racetrack 12 metres up in the air — bringing Renault’s motorsport passion to life, creating a beacon to draw people into the Renault dome and driving organic social shares.

Inside the dome, visitors discovered Renault’s rich racing heritage and motorsport pedigree, with a VR racing experience, an innovative digital timeline, Driver Q&A sessions, a museum-style ‘Passion Wall’, and displays of Renault’s current and historical motorsport vehicles.

What we did

  • Sponsorship
  • Strategy
  • Design + Build
  • Logistics
  • Live Experience
  • Corporate Hospitality
  • Communications
  • Digital Content