Westfield Sports Cars - Silverstone Classic

Brief:

Westfield Sportscars are the UK's leading niche-vehicle sports car manufacturer.

With a heritage now spanning 3 decades, Westfield were seeking to expand their appeal and chose Karbon to help introduce their brand new, Vauxhall VXR-engined 1600cc Sport Turbo; a new generation of car - the first of any British manufacturer to be fully homologated for qualification for the new European Small Series Approval Scheme.

This now allows Westfield to actively sell the car throughout Europe without the historic difficulties of registration.

Karbon were required to create a touch-point with the brand that would help customers experience, first hand the manoeuvrability and fun that is inherent to the Westfield design.

Results:

Firstly, we required a large event that would carry a European audience of passionate car fans and where better to demonstrate this than at the World famous Silverstone Classic car show.

We then set about creating a formula that would showcase the cars in their natural environment - demonstrating their manoeuvrability and adrenalin fuelled excitement associated with owning a Westfield.

As such a live action arena was created where we were to offer spectators the opportunity to experience the thrills of these ultra-lightweight and manoeuvrable sportscars with high-adrenaline passenger rides around a tight slalom course, topped-off with some tyre-smoking donuts.

Data Capture
Each passenger was required to leave a set of detailed contact information and given the opportunity of opting in to future marketing - of which 92% agreed. Each customer was then sent a follow-up email with information on future events and the cars themselves.

Brand Exposure & Revenue Generation
The event was attend by over 60,000 spectators. The Westfield live action arena was advertised on a double page spread in the official event programme and introduced and given exposure by the live commentary team broadcasting at the circuit and also Radio Silverstone.

In all, 266 passenger rides were given - with each passenger paying £10 for the experience. Over 1,000 goody bags and info packs were distributed and serious interest in the cars was obtained from several parties - particularly the new 'AeroRace 190' race car and new 'EV' electric car that were on show.

In August of this year, the Company aims to unveil the first working prototype of this new 100mph+ all-electric-powered racer. This will be another first for a small British engineering company that believes in the combined values of passion and performance.