Yamaha Motor Spain came to us with an ambitious challenge: organise the largest event ever held by the brand in Spain.
The objective was to introduce and test each and every one of the YAMAHA product ranges, from scooters to jet skis to quads. In addition, we had to create a unique experience that would allow for direct contact between the customer and the brand, in a natural environment capable of welcoming a large number of people who are passionate about the vehicle world from anywhere in Spain.
We created YAMAHA EXPERIENCE, all parts of which were managed by the agency; a project with several months of preparation in which we needed to do everything from creating the logo to developing all the communication materials, sending out the call and enabling registration through a web portal, online and offline advertising, as well as the assembly and comprehensive coordination of the necessary infrastructure.
The event brought together the largest range of YAMAHA products ever seen in Spain. During one weekend, the Kiko Park Rural Camping in Villargordo del Cabriel (Valencia) was transformed into a fully equipped space for testing out the most representative YAMAHA vehicles. Expert professionals put together circuits and routes suitable for different levels of driving, from motorcycles and scooters to recreational vehicles such as quads or even jet skis and the brand’s outboards. All of which was done with a medical and security assistance team, stands for displaying the new products, consumption areas and even a concert on Saturday night.
For two intense days, the space became the biggest meeting point for the entire YAMAHA family, with its fans and followers in Spain. More than 2,200 people attended the venue where more than 1,500 dynamic tests were carried out with 12 different activities and more than 30,000 kilometres travelled on land, asphalt and water in the 120 vehicles that YAMAHA made available to all attendees.