Client
SEAT CUPRA
Event
CUPRA Born UK Launch
Date
April 2022
Location
Gridserve Electric Forecourt, Braintree, Essex
Services Delivered
- Venue selection and negotiation.
- Catering coordination
- Eco-friendly supplier sourcing
- Test drive route planning
- Vehicle display arrangement
- Press and influencer management
Overview
Noble Events orchestrated a three-day launch event for SEAT CUPRA’s new electric vehicle, the CUPRA Born. Held at Gridserve’s electric charging station in Braintree, Essex, this event was designed to captivate the UK’s automotive press and influencers, offering them a comprehensive experience of their exciting new electric car. The goal was to showcase the vehicle’s capabilities in various driving conditions while highlighting its charging prowess and environmental credentials.
Challenges
The team faced several unique challenges in bringing this launch to life:
- Charging Infrastructure: With 12 vehicles and a busy schedule to manage, finding a venue with sufficient charging points to accommodate multiple cars simultaneously was a significant challenge. This was critical as insufficient charging capabilities could have led to potentially negative impressions of the vehicle’s practicality. In an event showcasing an electric vehicle, seamless charging was paramount to being able to demonstrate the car’s viability for everyday use.
- Diverse Driving Conditions: The event needed to offer a variety of road types for comprehensive vehicle testing, including country roads, fast motorways, and scenic routes to create attractive photographic opportunities. Finding a single location that offers easy access to diverse road types is challenging, with many venues having either good motorway connections or scenic country roads, but rarely both in close proximity. Balancing these requirements whilst keeping the event logistically manageable took significant research efforts and negotiation.
- Eco-Friendly Requirements: As an electric vehicle launch, there was a need to ensure all aspects of the event aligned with eco-friendly principles, including catering and support services. This alignment was vital for maintaining the integrity of the CUPRA Born’s environmentally conscious positioning. Any disconnect between the car’s eco-credentials and the event’s execution could have undermined the brand message, invited criticism from the attending press and caused reputational damage.
- Press Engagement: Attracting and keeping the interest of automotive journalists and influencers in a competitive industry was crucial for the event’s success. With numerous car launches vying for media attention, creating an event that would stand out, guarantee attendance and provide valuable, unique experiences for the media was essential.
Solutions
Noble Events delivered a series of innovative solutions that addressed the challenges and secured the successful outcomes the client hoped for.
- Strategic Venue Selection: The team chose Gridserve charging station in Braintree, which provided ample charging points and offered intriguing insights into a state-of-the-art electric charging station.
- Comprehensive Route Planning: Carefully planned routes incorporated a variety of road types, including options for coastal drives to capture stunning photographs.
- Extended Brand Exposure: Noble Events negotiated to leave a display vehicle at the venue after the event, allowing Gridserve customers to learn about the CUPRA Born through the QR code. This arrangement extended the impact of the launch beyond the media event itself, providing ongoing exposure to a highly relevant audience of electric vehicle users, potentially influencing future purchasing decisions.
- Eco-Conscious Event Management:
- Catering: A solar-powered pizza van and oven were sourced for food service. This innovative solution not only aligned perfectly with the event’s eco-friendly theme but also created a talking point, demonstrating how sustainability can be incorporated into everyday life, much like the CUPRA Born itself.
- Valeting: Services were provided without the use of generators, and eco-friendly, drain-safe washing products were used. This extended the eco-friendly ethos to every aspect of the event and demonstrated CUPRA’s comprehensive commitment to environmental responsibility.
- Waste Reduction: Recyclable cups and plates were used, and locally sourced desserts minimised transportation. This strategy effectively reduced the event’s carbon footprint and supported local businesses, aligning with broader corporate social responsibility goals.
- Digital Information: Press packs were distributed electronically, and a QR code on the display car provided instant access to vehicle information. This tech-savvy approach not only reduced paper waste but also aligned with the CUPRA Born’s image as a modern, forward-thinking vehicle.
Results
The CUPRA Born launch event yielded significant benefits, impressing both the client and attending media. Notable successes included:
- Heightened Press Engagement: The unique venue and comprehensive testing opportunities resulted in happy and engaged press attendees who were eager to experience both the car and the cutting-edge charging facility. The variety of routes enabled thorough vehicle testing and provided opportunities for breathtaking photography, enhancing media coverage.
- Environmental Alignment: The event successfully showcased the CUPRA Born’s eco-credentials by aligning all aspects of the launch with environmentally friendly practices while the carefully selected eco-friendly suppliers contributed to a smooth and cohesive sustainable event experience.
- Extended Brand Exposure: The arrangement to leave a display vehicle at Gridserve post-event provided ongoing marketing opportunities beyond the launch itself.
- Client Satisfaction: SEAT CUPRA expressed high satisfaction with the event’s execution and outcomes.
By addressing the unique challenges of an electric vehicle launch, our team were able to showcase their expertise in sustainable event management. The team found creative ways to organise an eco-friendly event in an industry traditionally associated with high energy consumption and waste. We successfully balanced the demanding requirements of automotive journalists with stringent sustainability goals, demonstrating our innovative approach and deep industry knowledge.