Abarth – Take Back
Objective
Raise awareness of Abarth 595 amongst new car buyers by showcasing its power, performance and devil-may-care personality.
Strategy
Get spirited non-conformists to consider Abarth by creating a high-octane experience that matches their all-in attitude to life.
We launched The Abarth Take Back: a souped-up escape room style event designed to push the limits of our audience and the Abarth itself.
Housed in a huge warehouse, competition winners took on daring tasks and challenges, from cracking codes to retrieving stolen artwork, all under the guise of a high-octane getaway.
As well as being passengers in a series of hair-raising stunt sequences, guests had the opportunity to get behind the wheel themselves and experience the visceral thrill of the Abarth 595.
