AX Motor Assist – Night of Knights Awards, ICC Birmingham

AX Motor Assist wanted a reason for delegates to stop at their stand at the Night of Knights Bodyshop Awards at the ICC in Birmingham. The stand needed to pull a steady stream of bodyshop owners and managers off the aisle, and give the AX team a natural way to open conversations with them.

We built our giant digital track on the AX stand, dressed in Motor Assist branding with a desert-themed scenic base, our trackside trailer and a race control screen showing the live leaderboard. Cars ran from 9am until 4pm, with the top ten fastest laps on display so every delegate could see where they stood.

The track ran flat out for seven hours. Delegates raced each other and the clock, and the competition stayed tight at the top — less than half a second covered the whole top ten. Liam - AX set the fastest lap of the day at 6.550s, with Ryan T just one hundredth back on 6.560s and David - AX third on 6.600s.