DELIVERING A GLOBAL LAUNCH TO CREATE A NEW CULTURE
2B World Tour
GPJ is AOR for INEOS Grenadier live experiences and with it in 2021 was working on their
- trade show participations in EMEA (e.g. Abenteuer Allrad, Adventure Southside 2021, Foir du Tout Terrain Valloire Galibier, Fiera Internazionale del Fuoristrada)
- press events (Interior Launch press conference and local press drives)
- guerilla events around the International Motor Show Munich (IAA) and Tour de France
- 2B prototype roadshow worldwide (July to October 2021)
- POS roadshow Europe (October to December 2021)
- Goodwood Revival and FoS in the UK
The 2B Tour is named after INEOS Grenadier 2B prototype vehicle, which is currently tested in plain site all over the world. The off-road roadshow is a way for interested members of the public to see, and have a test ride in the INEOS Grenadier. Even ahead of the new 4X4 completing its ultimate goal of 1.8 million km of testing, before going on sale in 2022. GPJ was asked to design and implement a roadshow in Europe, UK, USA and Australia/New Zealand.
The 2B Tour UK:
Since its inception, those interested in the INEOS Grenadier 4X4 have been following project and vehicle updates online and through digital content. During the ‘in plain sight’ testing phase, the Grenadier 2B Tour was the first opportunity for ‘hand raisers’ to experience the physical vehicle in its prototype form. Between July 2021 and October 2021, these valued hand raisers were personally invited to an exclusive product and brand experience – including a hotly anticipated test ride. As target customers, they were asked to give their feedback directly to INEOS about how the vehicle could best meet their needs.
Our experience and environment was designed to reflect the Grenadier tagline – ‘Built on Purpose’. Every aspect was authentic, uncomplicated and incorporated to serve a purpose. Nothing was superfluous or pure decoration.
Function dictated the form of all event assets. The vehicle transport system served to transport the vehicle and event assets to all tour venues, and also acted as a weatherproof event hub to showcase key Grenadier content. This highly branded unit also raised awareness of IA, the Grenadier and the tour as it traveled between venues around the UK.
The 2B Tour experience began with a personal invite and registration process – ensuring guests received dedicated time with the vehicle and product experts.
Visitors were able to get hands-on, inside and out with a static prototype before taking a ride in a second prototype with a professional test driver. At each venue a specially designed off-road route was planned to best demonstrate the Grenadier’s capabilities. After the ride, visitors gave their impressions and opinions to product experts. Interactive displays introduced the INEOS partnerships that are helping IA develop an uncompromising 4×4.
GPJ designed a flexible and scalable roadshow kit which was usable for rough outdoor events, at the POS as well as at trade shows. The kit was featuring in average 3 prototype vehicles, 1 as a static exhibit while 2 have been used for driving active test rides. Besides possible prospects, the 2B Roadshow was targeting possible dealers, press as well as VIPs to strengthen curiosity, local media coverage and interest in the new brand.