SUSTAIN Fuels at CarFest 2024
Commercial
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Communications
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Design
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Photo & Video
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Social & Digital
Everything
year:
2024
SUSTAIN Fuels asked ROOTS. to negotiate on their behalf an event partnership with CarFest 2024, and to source, strategise and manage the brand’s onsite presence, media management, and content production over the weekend at Laverstoke Park Farm. The Team Behind The Teams oversaw the entire event activation, and helped in creating an engaging festival friendly marquee stand at the UK’s biggest family fundraising festival. First born to raise funds for charities across the country, CarFest provided a great platform to boost SUSTAIN brand awareness, engage with festival goers, and connect the classic car community, petrolheads (and EV evangelist’s too!), and sustainability enthusiasts alike. Ohh yes, not to forget… SUSTAIN also provided their sustainable fuel to the motorsport paddock too!
The Challenge
ROOTS. needed to create complete production plans for the event weekend, inline with CarFest marketing team event guidelines, all H&S and risk assessment documents to keep the operations teams happy, before dressing the SUSTAIN event space with branded props and assets. This annual event brings together friends and families celebrating different interests, passions and hobbies, therefore ROOTS. needed to design the stand to promote SUSTAIN products in a way that would attract all attendees.
These production plans needed to enclose brand activation, product placement, and customer engagement objectives. All event ticketing, schedules & guides, human resourcing, insurance and accommodation for both the ROOTS. and SUSTAIN crew were part of the planning process to ensure smooth arrival and day-to-day objectives to run alongside CarFest’s own event schedule. We also needed to liaise closely with the CarFest management teams about our onsite video production plans, where we took over the track to create some bespoke content for SUSTAIN….more on that below!
The solution
ROOTS. created an inviting space for all attendees to visit SUSTAIN with a very rare 1976 BMW 530 MLE and Grant Williams Racing’s famous “BUY1”Jaguar Mark 1 greeting everyone who dropped by the stand over the CarFest weekend. Fueled by SUSTAIN, these motors captivated festival goers as they walked the Car Club Collective trail. ROOTS. obtained all the props and sourced SUSTAIN branded assets to dress the stand with vintage fuel pumps, hay bales, TVs for showcasing brand videos, banners, flags, brochures, and merch to increase awareness whilst fitting in with the Carfest theme. Our collaboration with CarFest management and the onsite talent throughout the event meant that we were permitted to conduct a racetrack shoot, capturing onsite photography and social content for SUSTAIN, and organising and conducting interviews with notable (automotive) celebrities.
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The results
Thanks to thorough production planning, event management, and co-ordination of all operations, a SUSTAIN branded marquee was built, dressed, and displayed trackside in the designated Car Club Collective area at CarFest. This allowed the crew to easily engage with CarFest-ival goers whilst capturing content for SUSTAIN social platforms. Over the event weekend we were able to secure topical interviews with onsite talent from the likes of BTCC Champion Jason Plato, ‘Wheeler Dealers’ legend Edd China and Rick Parfitt Jr to name a few. With only an hour time slot allocated to ROOTS. to conduct a sunrise shoot and create digital assets for SUSTAIN, we captured ‘BUY1’ doing doughnuts, burnouts and drifting in true Grant Williams style alongside more epic action shots and motion photography that demonstrated SUSTAIN’s Classic Fuel in use.
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