Client. ABB LTD.
Date. June 9-10, 2018
Creation, overall concept, organisation and implementation, various communication measures
How the ABB FIA Formula E Championship electrified us.
9 and 10 June 2018 will remain unforgettable – for Swiss e-racing fans, for ABB and for us. The Julius Bär Zurich E-Prix 2018, for which the event organiser Swiss E-Prix Operations AG assumed overall responsibility, was a resounding success! As the event expert for the main sponsor ABB, standing ovation took its place on the start grid.
Two pioneers in pole position
“ABB and Formula E are a perfect match.“
Ulrich Spiesshofer, CEO ABB
“Today, two pioneers are joining forces. ABB and Formula E are a perfect match.” This is how Ulrich Siesshofer, ABB’s CEO, announced the Group’s new involvement in the field of electromobility in January 2018. Following the launch of this pioneering partnership in Marrakesh came the spectacular international sequel – the Julius Bär Zurich E-Prix, an ABB FIA Formula E Championship event. Expectations for the home race were very high. It was more than just a matter of victories and trophies: it was also about a unique new communication platform with which the subject of sustainable mobility in all its various facets could be presented to the general public in a passionate manner.
The race for positioning
The aim of ABB’s partnership was to position itself globally as the leader in the field of e-mobility, both externally and also within the Group. Several platforms were created for the Zurich launch – the gala for 350 guests, the ABB arena for 1,500 employees, the ABB technology forum for 400 specialists and the event for 400 guests during Sunday’s race. How could we create a unified and emotionally credible brand experience with this wide variety of participants? The answer to this question was to be found on the start/finish line.
The fascination of the start/finish line
With our spectacular three-storey “E-Cube” directly above the finish line, we and the Swiss E-Prix organisers were able to shape a landmark that brought everything together in an ingenious manner – brand experience and visibility, race experience and gala atmosphere, stakeholder meeting point and concert stage, infotainment and relaxation. The centrepiece of our event concept truly made the heart beat faster. Naomi Campbell was in the E-Cube, as were Emerson Fittipaldi, Jean Todt, Sébastien Buemi and of course many other prominent guests.
The big acceleration test
From 0 to 100kph in 2.9 seconds. The speed of the e-racing cars matched the pace of our workflow. From briefing to event in three months – an acceleration test for our creativity and a stress test for our project management.
“Yes, we can stay the course.”
“Yes, we can stay the course,” as the drivers say. From the very start, the team orders were that the organisational structure would be matrix-based. From the project launch, it was clear that we were the prime contractor. We were in the driver’s seat. The extreme complexity of the ABB events at the Julius Bär Zurich E-Prix with its numerous venues and up-market hospitality management called for strict top-down coordination and close cooperation with the client.
Fan boost included
The Julius Bär Zurich E-Prix 2018 and ABB’s presence were stunning for all those involved – at the end of the day, the race winners were not only Lucas di Grassi, but also ABB and standing ovation. For us, ABB’s presence at the first circuit race in Switzerland for over 60 years was a unique fan boost. Since then, we’ve been electrified.