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Initials launches immersive driving experience

Initials, an independent creative agency, has announced the launch of ‘The Takeback’, an escape room style driving experience for Abarth, part of FCA, to celebrate the brand’s 70th anniversary.

The launch was hosted at the Bicester Heritage in Oxfordshire. Initials selected its attendees by creating a competition and then selected 24 winners to attend the launch, alongside a choice of two guests.

The Takeback provided potential buyers with an experience of an Abarth 595. Guests were taken on an immersive journey which included a number of challenges. Guests also had the opportunity to witness an Abarth 595 stunt drive experience.

Andrea Lo Presti, marketing director, Abarth, said: “Abarth is for people who believe that being an individual requires boldness, commitment and conviction. Initials really understood this thinking and brought our brand to life through their creative concept.”

Lo Presti added that Abarth “allows you to explore the boundaries of your individuality, seeking out the unconventional, and Initials delivered this perfectly.”

Rachel Bateman, head of experiential, Initials, said: “Abarth is a niche brand, one that appeals to drivers who are keen to avoid the obvious.”

Bateman further commented that Initials designed an experience that would “appeal to them in a genuinely engaging, exciting way, while allowing them to experience for themselves everything the model has to offer.”

Gareth Chappell, managing director, The Halo Group, concluded: “The campaign had a distinct point of difference with a strong emphasis on originality and really benefitted from an engaging creative with a theatrical angle.”