Classic Motor Show | Family Activation
Exhibitions & Large-Scale Events
Exhibition Activation
High-Volume Engagement
Custom Scenic Design
Birmingham
2025
We were commissioned to provide a high-impact experiential activation for the Lancaster Insurance Classic Motor Show at the NEC Birmingham, the UK's largest event of its kind. Over the course of three days, we managed a large-scale, custom-scenic track within the "DadCars Family Zone," designed to handle high footfall and heavy continuous usage. The installation successfully drove significant audience engagement through a digital "Fastest Lap" competition, proving to be a standout attraction for the duration of the show.
Summary
We were commissioned to deliver a standout experiential activation for the Lancaster Insurance Classic Motor Show at the NEC Birmingham, the UK’s largest classic motoring event. Situated within the popular "DadCars Family Zone," our team installed a substantial, multi-lane circuit designed to handle heavy footfall over the three-day exhibition. To match the visual interest of the surrounding classic vehicles, the track featured bespoke Lego-inspired scenery, detailed pit lanes, and vintage branding for an authentic miniature motorsport feel. The installation served as a high-energy focal point, inviting visitors of all ages to test their skills in a highly competitive environment. We utilized real-time digital timing systems to run a continuous "Fastest Lap" leader board, which proved essential for driving repeat visits and sustaining crowd interest throughout the weekend. The setup performed flawlessly under the pressure of non-stop action, demonstrating our ability to manage high-volume throughput without compromising on the quality of the experience. Ultimately, the activation successfully bridged the gap between passive viewing and active participation, creating lasting memories for thousands of attendees.
Challenge
The primary challenge of this project was creating an activation that could compete for attention against thousands of rare and valuable vehicles at the UK's largest motor show. To ensure our setup stood out rather than getting lost in the crowd, we engineered a visually striking installation featuring detailed, Lego-inspired scenery that captivated passers by. We also faced the logistical hurdle of keeping a diverse, multi-generational audience engaged, which we solved by integrating a high-stakes "Fastest Lap" leader board to gamify the experience. This combination of unique visual design and structured competition successfully transformed a static stand into a dynamic hub of activity. By balancing aesthetic detail with smooth event management, we ensured the activation remained a standout attraction from the opening hour to the final flag.
Solutions
Our solution focused on creating a visual spectacle that went far beyond a standard slot car track. We designed a large-scale layout featuring bespoke Lego-inspired topography and grandstands, ensuring the installation looked at home alongside prestigious classic vehicles. To handle the dense crowds, we implemented a digital timing system that facilitated a high-throughput competition, keeping engagement levels high without causing bottlenecks. This gamification element turned passive spectators into active participants, significantly increasing dwell time at the stand. By combining durable, commercial-grade equipment with high-quality scenic design, we delivered an activation that was both operationally resilient and aesthetically captivating.
