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We turned a brand event into a HUGE motor festival

Yamaha Xperience Madrid

Yamaha

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task

Yamaha asked us to organise an event to reach young people aged between 18 and 28 years.

The search

The first question was obvious: Where could we find young people in Madrid? So we went to place where they go, or should go: THE UNIVERSITY.

The event

First we picked the place: At Rey Juan Carlos University, Madrid. Then we went about creating and organising a veritable brand experience that gave young people a fantastic day. And the best way to do that was by giving them a chance to try out Yamaha vehicles for themselves.
We called the event “Yamaha Xperience Madrid”. For a whole day, students could try out scooters, quads and even jet-skis on the university lake.

 

We arranged a very special photocall, organized workshops to create personalised merchandising and put on a real show with Freestyle displays and a performance by the drummer Deivhook to finish.

Video Case


Online Campaign

Users could book their vehicles on the website

Posters

Yamaha Xperience Madrid. Yamaha

Roll Ups

Yamaha Xperience Madrid. Yamaha
Yamaha Xperience Madrid. Yamaha
Yamaha Xperience Madrid. Yamaha
Yamaha Xperience Madrid. Yamaha
Yamaha Xperience Madrid. Yamaha
Yamaha Xperience Madrid. Yamaha

The event

Yamaha Xperience Madrid. Yamaha
Yamaha Xperience Madrid. Yamaha
Yamaha Xperience Madrid. Yamaha
Yamaha Xperience Madrid. Yamaha
Yamaha Xperience Madrid. Yamaha
Yamaha Xperience Madrid. Yamaha
Yamaha Xperience Madrid. Yamaha
And also:
  • Flags
  • Perching
  • Inclusion in TFTs
  • Press releases

The results

users

1650

students attended the event
cog

70

Yamaha products were drawn as a gift
check

Likes

Instagram was filled with posts
music

shake it

There was even an impromptu Harlem Shake!
voice

publicity

We achieved several appearances in online and offline media