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Formula E

Formula E


Real life to virtual

As sponsors of the Formula E Championship, ABB was on a mission to educate people on its e-mobility and sustainability strategy.  ABB’s brand activation strategy was focused on providing immersive, pit-side events to customers and employees across the globe as the race season played out.  When the Covid-19 pandemic hit, ABB needed to pivot to provide these experiences virtually to ensure they could maintain customer and employee engagement.


Immersive e-mobility

Given the scale and number of moving parts, this project brought about multiple layers of complexity and challenges. We built a 3D metaverse virtual environment and brought together race track and car garage experiences to immerse the user in a virtual race day experience.  This was tied together by hologram narrators from the ABB leadership team.

Our main objective was not only to recreate the physical environment virtually, but we wanted to maintain the atmosphere and glamour of the real-life experience. The initial engagement was to build a beta experience for the first test day of the Season 7, we were quickly commissioned to support all race days for seasons 7 and 8, designing and building a dynamic always on experience.