- The agency was in charge of the design, assembly and coordination of the Europcar stand at the Mutua Madrid Open
- The activation included an interactive game dynamic in which participants had the opportunity to win various Europcar prizes
SevenMila has carried out the activation of Europcar at the Mutua Madrid Open, the prestigious tennis tournament that took place between 24 April and 5 May at the Caja Mágica in Madrid. The agency was in charge of the design, assembly, coordination and activation of the Europcar stand, sponsor of the Open.
In terms of design and assembly, SevenMila was in charge of creating renders of various designs that fit the client’s idea, both for the boutique and the sky lounge (VIP area for customers). In addition, they looked for the best supplier to carry out the assembly and to achieve the design chosen by the client. They also explained in detail to each supplier what they had to do and called them at the right time to carry out the assembly and disassembly.
As for the coordination, SevenMila called 4 hostesses, 2 boys and 2 girls, after a personnel selection process to find the right profile. Together with the client, they selected the ideal dress code for the tournament, which was a Europcar polo shirt and a corporate cap, as well as olive green chino-style trousers. In addition to their task as brand image, the hostesses also had the important task of collecting leads for Europcar. For this purpose, SevenMila equipped them with tablets to capture the data of those interested in the brand’s services. Before the start of the tournament, a briefing was held with the hostesses to explain how they should perform this task and what information they should collect.
The activation consisted of participants approaching the Europcar stand having the option to participate in an activity called Digi-Sports Europcar. To compete, the person visiting the stand had to give their personal details to the two hostesses on the stand. Once registered, two people had to play for one minute with the Digi-sports wall. The two players had to choose which colour they would choose, red or blue, and then they had to aim and throw tennis balls at the light (red or blue) that was illuminated on the wall. The player with the most lights on their side of the screen won the game. Five different prizes were awarded, including car rental discounts, vouchers for free electric car rental in Madrid, Barcelona or the Balearic Islands, Mentos candy pots, beach balls and inflatable bottles.
Europcar’s activation at the Mutua Madrid Open has been a success thanks to the work carried out by SevenMila in conjunction with the sales, marketing and communication team of Europcar Mobiltiy Group Spain. The brand’s presence at the tennis tournament has been very prominent, and the activation at the stand has generated a great interaction with those attending the event, capturing the attention of the public and increasing interest in the brand.