With all the innovation and technology which surrounds the world of F1, where speed is key and winning is everything, it has become apparent that a showcar based simulator ticks all the boxes in providing The Royal Bank of Scotland (RBS) with an interactive consumer event with mass appeal and brand engagement.

Over the course of the season to date we’ve taken the RBS Grand Prix Challenge (GPC) to Singapore and most recently Paris where fans in the heart of the respective cities business districts tested their reactions and skills.

Throughout the week of the GPC, queues of inquisitive commuters, tourists and students had the opportunity to get a realistic impression of what it may be like to sit in and race the state-of-the-art simulator based around a full-size AT&T Williams Formula 1 show car. Everyone drives two laps of the RBS track - a specially developed generic circuit - with the fastest three drivers winning the opportunity to attend the Driver Day Race-off, where they went head to head with an AT&T Williams driver either Nico Rosberg or Kazuki Nakajima in front of the mass press packs.

I was amazed with the amount of interest a replica F1 car can generate, especially amongst the male population. The competition to gain the fastest lap time between co-workers and friends was fierce, with many repeat visitors even videoing the track to learn the corners at home!

It is sometimes good to remember that simple events, executed well, which offer consumers an interactive, once in a life time opportunity provide the most meaningful experiences for a brand.

By Emily Waring on July 24th, 2008

Tags: Event management service, Experiential marketing, Formula 1, Sponsorship

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