In order to promote the Nissan Formula E Team and its significance in energising the brand, we created the Nissan Feel Electric Festival in Covent Garden.
Feel Electric Festival was timed to amplify interest in the week leading up to the final race of the Formual E season in London, and was designed to bring an authentic and immersive slice of Japan to central London.
A Sakura cherry blossom orchard provided a shaded canopy for guests and passers-by to enjoy bespoke sushi and cocktails from Sushi Samba. A custom AR filter allowed TikTokers to virtually don a hand-painted Sakura race helmet. The Formula E Race Lab featured simulators and neuro-connected headsets. We broadcast the race weekend on a giant screen, and our week-long activation culminated with a specially-commissioned Japanese dance and martial arts performance to wow the crowds.
Over 50,000 people saw our Festival, and the social reach exceeded a staggering 29 million across all platforms.
