Oreca-Events

     

Abarth Day

 

The largest ABARTH gathering in Europe

Insight

 

Federating the brand’s community and increasing loyalty

Nothing is like an ABARTH. Their small and agile cars with mean little engines demonstrate the brand’s famed striving for ‘mechanical perfection’ while reflecting a lifestyle of its own which feeds and grows every day on the passion of all ABARTH fans.

ABARTH looked to organise a one-day event addressing its captive audience. ABARTH’s brand image being very much articulated around the sporting aspect, this 4th edition of the ABARTH DAY had to take place on track obviously. We collaborated with the brand to plan a festival comprising not only driving workshops and opportunities but also many more fun activities for ABARTH fans to be fulfilled and entertained throughout the day.

Our response

 

An on-track brand’s festival

Our response was twofold. First we looked to meet all logistical constraints. We thus found a track that could host over 150 vehicles and which featured technical qualities suited for the brand. Then we decided to use the gathering aspect of the event in order to establish a truly dynamic communication strategy around ABARTH’s DNA. Personalised invitations were sent to target audience, granting access to a programme entirely imbued with the ‘Scorpion spirit’:

  • Scorpion parade
  • Trofeo Clienti Challenge – timed slalom
  • Assetto Corse Experience
  • Open track driving sessions
  • One-to-one coaching (with BPJEPS instructors)
  • Photo studio
  • Kids village
  • Etc

 

Outcomes

 

280

event
guests

 

150

ABARTH
vehicles

 

100%

satisfaction
rate

 

97%

attendance
rate