INEOS Automotive Activation

INEOS Automotive wanted to make a splash with their Grenadier 4x4 at London’s Battersea Power Station. But rather than going the traditional route, they aimed to create something immersive and memorable, something that would resonate with adventurers and automotive enthusiasts alike. That’s where DRPG came in.

We designed a pop-up experience that went beyond the ordinary. From pre-booked test drives to an eye-catching display of the Grenadier in a glass box that played with visual perceptions, every element was crafted to captivate and engage. Visitors could step into the adventure themselves, thanks to the ‘Weekend Adventurer AI’ photobooth, where they could choose their backdrop—whether it was mountains, sea, forest, or snow—and walk away with a branded image that screamed rugged versatility.

But it didn’t stop there. We introduced the ‘Grenadier vs the Extremes’ interactive screens, showcasing the vehicle’s prowess in harsh environments, and the ‘Distance to Adventure Game,’ which challenged visitors’ knowledge of global adventure spots. To top it off, the ‘Weekend Destination Journal’ offered downloadable recommendations for local escapes, making the Grenadier not just a vehicle, but part of their adventure narrative.

 From logistics to digital interactivity, we ensured a seamless experience that highlighted the Grenadier's capabilities in a way that was both entertaining and impactful.

Visitors loved it. Test drives were fully booked, interactive elements got people talking, and we walked away with over 1,150 new prospects from 17 different countries. Some were so impressed they even followed the Grenadier to Goodwood the next week to see it in action off-road.

In the end, the activation left a lasting impression, reinforcing the Grenadier’s image as a top-tier 4x4 and creating new connections with potential customers.