Sustain Fuels at Goodwood Revival
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year:
2024
SUSTAIN Fuels tasked ROOTS. with activating their brand at Goodwood Revival in 2023, which coincided with the event’s 75th anniversary. Aiming to boost brand awareness, the Revival with more than 150,000 attendees was the ultimate event for SUSTAIN to connect with the motorsport and classic car community while supplying fuel to some of the participants racing throughout the weekend.
The Challenge
With only four weeks of preparation time, ROOTS. faced the challenge of creating a striking, period correct activation space for SUSTAIN in a prime location for consumer footfall at the marquee event. Having called in a few last-minute favours, ROOTS secured an ideal spot for the stand and having been given the green light from our friends at Goodwood, some carefully chosen suppliers were pulled in to tackle the sustainability objectives, whilst designing a topical set-up running with the ‘Goodwood 75’ theme of the year. Seeking to narrate a story of a vintage fuel station, ROOTS. needed to source a structure and its design, map out props, clothing, additional brand details, determine public-facing material, and develop promotional assets to enhance overall brand awareness. To maximise the available space provided, it was vital to create to-scale designs that would bring our reinvented Revival story of ‘Back to The Future’ to life.
The solution
With a prime location opposite the busy Bonhams auction hall secured, where classic car collectors, enthusiasts and dealers receive maximum exposure, we continued working closely with suppliers to source sustainable materials to produce an immersive experience merging recognisable characteristics from Back to The Future complimenting the Goodwood Revival theme whilst maintaining SUSTAIN’s sustainability standards. Breathing life into the vintage garage, ROOTS. designed bespoke SUSTAIN branded fuel pump props to promote the brand's sustainable Classic Fuel and generate interest, consequently putting SUSTAIN on the map for alternative fuels. A true-to-film DeLorean ‘time machine’ served as a key attraction at the stand, stealing the spotlight and captivating crowds throughout the duration of the event. Its presence reinforced the Back to the Future concept, making it overall, a memorable focal point and unforgettable centrepiece. No plutonium required, only sustainable fuels!
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The results
ROOTS. reimagined the Back to The Future story through sustainable design structures and thematically accurate props, whilst promoting SUSTAIN’s Classic Fuel to attendees, raising awareness, sharing information, and increasing interest in the benefits of sustainable fuel for classic and performance vehicles at Goodwood Revival.
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