UK - A record breaking 5,212 enthusiasts descended on Brooklands last weekend for the smart Festival, a celebration of the much loved urban car brand, produced by Mobile Promotions. The venue was transformed into a smart enthusiast's paradise with street-themed activities, such as slacklining and urban basketball, live music and the chance to engage with some of the hottest new vehicles around.
Comperes, comedian and F1 specialist Danny Hornigold partnered with car expert and BBC commentator Andrew Coley to ensure everyone was well informed and enjoyed the fun. Pro freestyle skateboarders Kilian Martin and Alfredo Urbon impressed the crowd dazzling with their skills on the Fun Fortwo, the world's first-ever tandem skateboard and foot-tapping artists Threepenny Bit and beatboxer champion Jack Hobbs AKA "Hobbit" added an eclectic soundtrack to keep the fun and light-hearted atmosphere alive all day.
Event agency Mobile Promotions won a creative and cost-effective pitch process to produce and manage the festival, working as part of the smart UK team to ensure that key brand messages and new products, such as the ebike and electric drive, were adequately displayed and available to try at the event. To achieve this, the team designed and produced the layout within the very flexible venue, the logistics, graphic treatments and signage. The company recommended and managed the urban sport, entertainment and art displays in line with the theme of the brand to engage, educate and entertain visitors.
The event also included new user experience such as Musical smart cars - a game similar to musical chairs using smart cars and 'smart sweep', the Fortwo urban car version, demonstrating the agility and carrying capacity of the vehicle.
David George, marketing director passenger cars, Mercedes-Benz UK, said, "You can always rely on smart to put on a spectacular show and this year's festival was on another level. The record-breaking numbers underline the sheer and ever-increasing appeal of smart and festival-goers were thrilled to get in on the action, relishing the opportunity to try innovative activities that epitomise the gutsy and non-conformist nature of smart."
Mobile Promotions further demonstrated the company's logistical and specialist expertise by providing a number of event trailers, the newest edition of which, the mobile stage unit, was utilised throughout the day by the comperes and live band and was the focal point for presentations of prizes to a number of the enthusiast's audience winners.
Mobile Promotions managing director Robin Carlisle commented, "We enjoyed working closely with the who event team for the festival, sharing responsibility with our clients, our suppliers and the personnel and Mercedes-Benz World, the host location."
(Jim Evans)
