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BP Castrol #RBR

The Client wishes to increase attendance and company engagement at their annual regional sales convention in Miami, where sales executives are introduced the new line of products to be launched the following term.


Increase attendance to the convention as well as enhance the participants experience and fidelity to the company in an original way.


Through a digital teaser campaign, we encouraged participation through instant gratification by having attendants register in the “F1 Grand Prix Castrol”, which would end in a real race in a healthy-competitive environment around a scalextric-track. This broke with the expected agenda and routine of previous conventions and increased attendant participation and interaction.

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