Renault and Bentley’s brand installations at Melbourne’s Formula One Grand Prix over the weekend featured VR and brand storytelling installations.

Car manufacturers at the Grand Prix had to create immersive and memorable ways to connect with consumers.

Renault’s instalment included a virtual reality (VR) pit-lane experience where racegoers were able to be part of a pit team and help change an F1 tyre.

“Our aim is to give people an inside experience of Formula One,” says Taryn Atkinson, account director at Neonormal, the company behind the brand experiences and installations.

“What goes on inside the mind of the drivers, or how the pit crew feels when they’re under pressure having to change a tyre.”

Prestige car manufacturer Bentley’s installation reflected the brand’s efforts to cater to a wealthier demographic, with installations in its corporate hospitality space within the Grand Prix’s VIP Paddock Club.

As an extension of Bentley’s ‘BeExtraordinary’ road show, guests were introduced to stories of the brand and its racing heritage, and could view samples and colour swatches for Bentley interiors and upholstery which are presented to clients purchasing the cars.

“We wanted to bring customers into our story and for them to leave knowing something new about Bentley,” says David Simpson, retailer sales manager Asia Pacific at Bentley Motors, [We wanted them] to feel more connected to the brand.”

Neonormal creative director Paul Edwards says, “When developing the various creative solutions for Bentley, we were acutely aware of delivering experiences that sell cars as well as stories.”

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Further reading

• Ecclestone out: why the changing of the guard at Formula One is a marketing win »
• Women’s sport: the ultimate marketing opportunity »

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Disclosure: the author attended the Melbourne Grand Prix as a guest of Neonormal.