ALPINE
ALPINE GOES ELECTRIC

THE DEMAND

Reveal the Show Car of Alpine’s new A290 ß 100% electric city car to the press, influencers and the young target audience that is Alpine’s new hobbyhorse, while remaining true to the brand’s new positioning centered on technology and the underground festive universe installed in collaboration with Havas Events on the R Nights.

OUR PROPOSAL

• For this inspiring launch, we imagined the first evolving laser circuit: a track tracing the legendary courses of motor racing, which came to life in synchronization with the vehicle’s passage.
• Following a keynote address by Show Car designer Antony Villain and Laurent Rossi, Formula 1 drivers Esteban Ocon and Pierre Gasly, both brand ambassadors, were able to test the circuit live for a never-before-seen experience.
• This spectacular multi-media show, held in a disused hangar in Bristol UK, was attended by journalists and content creators, as well as brand fans connected to Alpine’s YouTube and Twitch channels.