ABB FIA Formula E: Electrifying Experiences at the Zurich E-Prix

Pole Position for a Standout Brand Experience

How do you create a sponsorship event that not only excites motorsports fans, but also delivers a powerful message about electric mobility? ABB wanted more than just another corporate event. They wanted to create a lasting platform that could inspire both emotionally and technologically, one that would deeply embed their vision for a sustainable future. And the clock was ticking – our team had just three months to create a complex, high-impact event with global appeal and local relevance. It was a race against time, but we were ready for it.

Innovation in the Fast Lane

The ABB FIA Formula E Championship was designed to be more than just a motorsport event – it was a platform to showcase the future of sustainable mobility. The goal was to make electric mobility tangible and memorable for a broad audience, embedding ABB’s vision both technologically and emotionally for the long term. This event aimed to accelerate the vision of a sustainable future and demonstrate that innovation and environmental responsibility can go hand in hand. It was a unique opportunity to engage customers in a whole new way.

The E-Cube: Where Racing and Brand Come Together

ABB’s role as a leader in electric mobility was on full display, both for the public and internally. For their home race in Zurich, we created several unique platforms to bring the ABB brand to life: a gala for 350 guests, an employee arena for 1'500, the ABB Technology Forum for 400 industry experts, and a VIP event for 400 guests during the race. The centerpiece of it all was the E-Cube – a striking three-story structure right at the start-finish line.

The E-Cube was an architectural marvel, offering prime views of the race, a glamorous atmosphere, and the perfect setting for networking. From supermodel Naomi Campbell to racing legends like Emerson Fittipaldi and Sébastien Buemi, the E-Cube was the place to be, providing a space where people and brands could connect in a dynamic environment.