Summer 2024 took us to London's glorious Covent Garden with Nissan for the second Feel Electric Festival.

This year we're celebrating Formula E and the UK premiere of the Nissan ARIYA NISMO. Our beautiful Sakura cherry blossom orchard returns this year, under which you can chill out whilst eating limited edition sushi. Or try out the race simulators in the Formula E lab, customise your own NISMO t-shirt and admire the amazing NISMO artworks of Jalcalara (Juan Alcalá).

The Goodwood Festival of Speed is always a highlight in our calendar.

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This year we supported Alpine showcasing the all new Alpine A290, the iconic A110 R and the Hydrogen-powered prototype Alpenglow HY4. The stand concept included a rooftop viewing deck, Formula 1 race simulators and an Alpine F1 merchandise store.

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A full 360 delivery meant we also supported with brand ambassadors and professional drivers for the legendary hill climb throughout the weekend.

The introduction of the EV9 represented another step-change in Kia's evolving brand landscape. It was their first premium all-electric SUV (and one of the world's first luxury 7-seater EVs), and would attract conquest customers from established brands in the premium space.

Our brief was to hero the EV9 in a theatrical AV reveal sequence, as well as showcasing the EV6 GT performance model. We created an ambitious 'reveal cube' with motorised blinds, full AV integration and a bespoke customer presentation to our audience. We toured 175 dealers across the UK in 17 weeks, and used Fusion's proprietary CORE booking platform to manage the registration process.

The tour was a huge success, attracting over 7,000 attendees and 228 EV9 orders.

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.

The EV6 isn't merely another new model for Kia, it represents a step-change in technology, design and brand positioning.  The first model to wear Kia’s new brand identity, EV6 needed to show the world that Kia is not just competing in the premium EV segment, but leading it.

Our job with The Electric Experience was to invite customers to a product launch with high production values, unprecedented access to a prototype car and a detailed and engaging presentation.  What made this launch significant is that we conducted it at every retail dealership in the UK, democratising this type of high-profile launch to all corners of the country.

Our proposition was based around creating an immersive audio-visual experience to build anticipation and hype, before revealing the car under a crescendo of noise, digital visualisations and smoke.  This was then followed by an engaging presentation by one of our trained Product Presenters, who invited customers to explore the car and ask questions.  With Kia breaking new ground for the brand with EV6, we had a significant target of conquest customers, who needed convincing that this was indeed a serious competitor in the premium segment.

The EV6 is built on Kia-Hyundai’s e-GMP platform – aground-up EV architecture with innovation and performance at its core.  With 77.4kWh of usable battery capacity and a choice of rear- or all-wheel-drive, plus a 577bhp GT version coming in 2022, the car has the technical specifications to ably compete with Tesla, VW, Audi and other premium manufacturers.  Standard equipment includes 19-inch alloys, LED headlights, leather upholstery, heated front seats, twin 12.3-inch curved displays, integrated sat-nav, a reversing camera and Apple CarPlay / Android Auto connectivity.

This combination of class-leading tech, performance and all-important range is compelling, yet our biggest hurdle remained the badge – convincing customers to consider Kia alongside the established players in a fiercely competitive segment of the market.

The challenges of social distancing and remote working presented an opportunity for car brands - use the power of the internet to reach customers, and create a more engaging way to interact with your products.

This opportunity was one we developed with Groupe Renault, who wanted to create a way for their customers to explore their range of cars in a more personal, human way than a traditional configurator or product web page. Virtual Showroom fulfils this brief elegantly and efficiently, by using the powerful Sophus3 platform to live-stream a Product Expert into your home. The simplicity of the system is key - you can book a timeslot that suits you, and speak directly to one of our trained Gurus. They can walk you around the cars, in a 2-way dialogue to ensure you get the answers you need. They can also stream pre-recorded brand and product content to highlight features and showcase USPs.

Fusion sourced and manage an appropriate studio space to safely broadcast from, trained our Gurus on the full range of Renault and Dacia cars and we manage the online booking system.

When Kia asked us to come up with some ideas for a fleet event, we decided to rethink our approach. Traditional fleet events tend to be bolted onto an existing retail tour, designating a day at the beginning or end of the tour for fleet customers. This generally makes for a cost-effective way of introducing a car to a different audience. The issue with this is our customers’ availability. Fleet buyers have very little time, and travelling to a venue can be prohibitively time-consuming.

Fusion’s solution was a double-header. Not only would we create a series of dedicated ‘hero’ events at central locations, but we’d use the downtime between them to schedule SME business visits. This flexible approach allowed many more appointments for a time-poor audience.

Road routes were designed to highlight USPs, features and benefits of the range, and over 5 weeks we delivered nearly 700 test drives.

Our task for designjunction was to raise awareness and drive credibility for Renault design and ease of use, as well as promoting their partnership with Central Saint Martins (CSM) MA Industrial Design students.

This was achieved using a multi-faceted interactive presence, housed in a bespoke 2-tier structure. On the ground floor, we showcased the 3 CSM finalists’ work, including the winner’s physical model (built at Renault’s design HQ in France). Upstairs, we featured the stunning TreZor concept car, for which we designed a ground-breaking mixed reality experience using Microsoft Hololens, allowing users to learn more about the under-the-skin details of this extraordinary car.

Outside, we designed a live demonstration of parametric design – an algorithmic process using maths to create patterns and extrusions.

In all, 229,000 people walked by our stand, with nearly 25,000 of those joining us on the stand to engage.