Food & Fuel.

As part of the content partner programme that we have been running on behalf of Motul, we were invited to go along to Top Dead Center’s all new event…Food & Fuel. Hosted at Bicester Motion, formerly Bicester Heritage, a whole host of cars and their drivers came along to enjoy the sunshine as well as meet some YouTubers and grab a bite to eat.

We identified the event as a fresh car show that Motul should have a presence at in some way. As it was the first Food & Fuel event, we wanted to make sure we were able to attend with an impactful stand. As well as getting the event equipment to the show for setup, including a three-metre inflatable can of oil, we invited some of our network along to bring their cars in a red and black colour scheme. These were parked at the front of our stand and proved to bring in crowds.

As part of the event, Food&Fuel had an in-house artist who created illustrations and design language for the event. An element of this was creating cartoons for each of the traders who were attending the event and the Motul cartoon was really cool. To celebrate this and to make the most out of the design, we printed some of these cartoons as stickers to give away to attendees of the event.

To launch the partnership with Top Dead Center, we did an on-camera meet and greet with the Top Dead Center boys which became a collaborative post between Motul UK and Top Dead Center.

As the sun was shining at Bicester Motion, there were around 1500 happy car enthusiasts, and Top Dead Center fans, as well as around 1000 partners of the car enthusiasts who actually enjoyed being there thanks to the food selection, sunshine and something called a compact Disco Defender.