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In a strategic move to activate in music and build brand awareness, bp pulse sponsored CarFest, the UK’s largest family fundraising festival created by celebrity DJ Chris Evans.
We were briefed to creatively push the boundaries of what can be powered using an electric vehicle (EV), and deliver a world-first experience that would appeal not only to car lovers, but to a wider, family focused, music loving audience.
Two fully wrapped EV's flanked the entranceway, powering pulsing neon cables that drew attendees inside a 22-metre wide big-top while two cars sat at either side of the stage to power the DJ booth and lighting. Keeping the party powered for as long as possible, we designed an energy-efficient lighting system using LED festoons in pulsing brand colours, and battery powered tube lights that were charged by the EV's in the disco down time.
When everyone's batteries were running low, free bp pulse phone charging lockers were available for silent disco revellers to use whilst hitting the dancefloor, the perfect solution for an 'attractor' piece at the festival.
Replacing unsustainable temporary power such as diesel generators, the silent disco delivered a truly off-grid experience, attracting crowds and curiosity.
The breakout experience in bp pulse’s first activation in music, the EV silent disco saw over 13,500 disco-goers across 3 days whilst paving the way for a paradigm shift in how music events and festivals are powered.
bp pulse’s wider sponsorship of CarFest proved to be the ideal context to drive an increase in awareness and positive brand perception, and effectively deliver against their brand objectives.
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